For immediate release

Toronto, ON, September 20, 2017 – Beginning today, LCBO unveils the LCBO Pop-Up, its first-ever pop-up store, where customers have the opportunity to sip, shop, learn, and be inspired through a personalized and interactive experience in the heart of downtown Toronto at 600 King Street West.  The pop-up aims to build awareness and attract new customers to a number of beverage alcohol categories. The experience launches as part of the LCBO’s “Fall for Craft” campaign, LCBO’s annual promotion showcasing the high-quality Ontario VQA wines and the winemakers behind their production, followed by promotion for its wide variety of Whiskies, and wrapping up with a pop-up store dedicated to Holiday gift and entertaining ideas. LCBO Pop-Up runs from September 22nd until December 31st, 2017.

“We are always looking for new ways to connect with our customers in a fun and responsible manner, and we are confident we have that achieved that with LCBO Pop-Up,” said Kerri Dawson, Vice-President of Marketing, LCBO. “We have created a perfect place to attract an audience seeking a bespoke and immersive shopping experience. From the digital innovation, exclusive product and event offerings and exceptional customer service throughout the space, we are confident the experience will have customers making return visits.”

LCBO Pop-Up underscores the LCBO’s commitment to giving customers the confidence to navigate the beverage alcohol world through product curation, knowledge, sharing and inspiration. The pop-up experience and multi-phase marketing campaign targets all LCBO customers, with an emphasis on urban millennials 19-34. Situated at the high-traffic corner of King and Portland, the shop offers customers an even more experiential and intimate experience than a regular LCBO store. Open daily from 12:00 p.m. – 10:00 p.m., LCBO Pop-Up is playing host to a jam-packed lineup of exclusive drop in and ticketed events including, live music by local artists, flight tastings, chocolate-making with Purdy’s Chocolatiers, painting workshops, and guest winemakers. Customers can visit to see the full calendar of events and purchase tickets.

LCBO Pop-Up is also home to a number of digital touchpoints meant to enlighten and educate customers visiting the space. The “lift and learn” area connects physical touch and feel of products with digital content, using technology that displays detailed product information on a screen when a product is lifted from the shelf. Customers can learn about the wine varietals that shine in Ontario, as well as suggested food pairings. The feature wall highlights twelve limited release Ontario VQA Chardonnays that are all available to taste at the experience bar.  Using the mobile app, customer can also scan barcodes related to these products for additional product details and tasting notes. Events from the space are being live streamed on a digital screen in the space and on the LCBO Facebook page. To encourage browsing and shopping the endless aisle of Ontario VQA wine products, there will be a number of tablets stationed throughout the space driving to

LCBO Pop-Up is supported by a strategic media buy that reaches current customers and encourages new customers to attend events and sample featured product. The central theme and tagline “try, buy, experience,” is woven throughout the campaign, with individual pop-up editions using specific creative and colour palettes. The media strategy complements the creative concept by selecting hyper-local placement that generates awareness throughout the pop-up’s run, creates buzz and excitement for LCBO Pop-Up, and drives foot traffic to the venue. The buy includes Toronto radio spots, mobile interstitials, paid and owned social and wild postings and bag stuffers in key neighbourhoods in the vicinity.

LCBO’s Pop-up campaign was designed by Bensimon Byrne, pop-up radio spot by KBS, Digital Experience components by Big Digital, Media buying was handled by PhD.



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