PC Financial Launches its Biggest Marketing Campaign in 12 Years to promote
its no fee bank account

Highlight of campaign is TV spot featuring Galen G. Weston Campaign promoting the President's Choice Financial no fee bank account

TORONTO, Sept. 14 /CNW/ -Yesterday President's Choice Financial (PC Financial) launched a new integrated marketing campaign around its no fee bank account - the brand's first campaign of this magnitude in 12 years. The campaign includes a TV spot featuring Galen G. Weston, Executive Chairman, Loblaw Companies Limited (Loblaw), print, and out of home channels, all aimed at generating awareness for PC Financial's chequing account - its features and benefits - and growing the customer base.  The PC Financial TV spot marks the first time Mr. Weston has been featured in a marketing campaign for PC Financial.

"Our no fee bank account revolutionized the Canadian banking industry when it was launched twelve years ago, and with this campaign we are reminding Canadians they have a choice to do their daily banking without fees," said Barry Columb, President of PC Financial. "The TV spot featuring Galen Weston demonstrates the importance of PC Financial as part of the overall President's Choice brand and we will keep the momentum going."

In addition to the TV commercial, the integrated marketing campaign includes print, online and out-of-home components, as well as in-store presence. Delivered in the tongue-in-cheek manner you expect from PC Financial, the creative teases Canadians with taglines including "You Hate Bank Fees. We Don't Charge Them. What a Coincidence." and "Saving You Money One Annoying Bank Fee at a Time."

The TV campaign launched September 13^th in Ontario and will run in high rotation over a four week period in that province. The out-of-home program targets billboards and transit shelters in close proximity of select Loblaw banner stores in Ontario and runs for eight weeks, and the extensive online and direct marketing components further expand the reach of the campaign. The national in-store program blankets Loblaw banner stores with no fee bank account messaging including signage and messaging at check-out. 

To apply, customers can speak to personal banking representatives at pavilions in Loblaw banner stores, apply online or over the phone.  On top of saving up to $200 a year on bank fees*, the PC Financial no fee bank account offers valuable PC points redeemable for groceries and other items in store. There are several ways to earn PC points including using the PC Financial bank card at participating Loblaw banner stores, and 10,000 PC points when customers start direct deposit of their pay cheque into their no fee bank account. Customers can do their banking online, over the phone, or at over 3,800 PC Financial and CIBC bank machines. 

Loblaw banner stores include: Loblaws^®, Zehrs^®, Your Independent Grocer^®, valu-mart^®, Fortinos^®, Real Canadian Superstore^®, Real Canadian Wholesale Club^®, Extra Foods^®, nofrills^®, Atlantic Superstore^®, participating supermarkets in Newfoundland and Labrador where President's Choice products are sold, SaveEasy^®, Cash & Carry^®..

For more information on PC Financial visit www.pcfinancial.ca.

*Savings comparison based on the fees for limited and unlimited transaction account packages and one order of cheques as offered by the major Canadian banks as of July 1, 2010.

Minimum redemption 20,000 PC points = $20 free rewards at participating stores where President's Choice products are sold. Some redemption restrictions apply. Visit pcpoints.ca for details.

President's Choice Financial personal banking services are provided by the direct banking division of CIBC.

The President's Choice Financial no fee bank account is currently unavailable in Quebec.

®Interac is a registered trademark of Interac Inc.  All other trademarks property of Loblaws Inc.

About Loblaw Companies Limited

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 138,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh Style® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC^® points loyalty program.

For further information:

Public Relations Department, Loblaw Companies Limited
[email protected] or [phone]