Provigo® announces that its partnership with the Montreal Canadiens has been renewed

This season, the Canadiens' official grocery store will offer fans hundreds of millions of potential PC® points.

MONTRÉAL, Oct. 2, 2015 /CNW Telbec/ - (TSX: L) – Provigo is proud to announce that its partnership with the Montréal Canadiens is being renewed for three years, confirming its status as the Habs' official grocery store. As a partner, Provigo will do more than ever for customers and Canadiens fans with a series of new initiatives throughout the season, such as:

  • The brand new "Earn points with every win!" program, which will give everyone enrolled in the PC Plus® rewards program a chance to earn bonus points on the purchase of certain specially marked products after the team wins a game;
  • Creation of two new President's Choice® and PC® Black Label Collection condiment bars at the Bell Centre's Club Desjardins to enhance the flavours of hockey's classic foods;
  • The return of the Canadiens' popular Provigo Practice, to be held at Bell Centre on February 21, 2016;
  • In-store promotions throughout the year to win more than $100,000 in team-related prizes.


"We are very proud to have renewed and, in particular, expanded our partnership with this organization which, in addition to generating a lot of pride in Quebecers, shares our values of social and community engagement," noted Charles Valois, Vice-President, Promotions for Provigo and Loblaws Québec.

Starting with the first game on October 7, the "Earn points with every win" promotion will let fans earn PC points on selected products as their favourite team racks up the victories. "The points can be accumulated and are offered until the end of the next game, which is on October 10. If the Canadiens win again, the points will be available until the end of the next game, and so on. If the Canadiens lose, the points will not be available until they log another win. This could represent hundreds of millions of PC points in all," Charles Valois explained enthusiastically.

"The partnership is part of relaunching Provigo in Québec; the relaunch stresses discovery, taste and freshness, in other words, the fact that we love food. Accordingly, the campaign's creative platform focuses on the Elevate your Game signature," added Nathalie Langlois, Marketing Director for Provigo and Loblaws Québec.

During home games at Bell Centre, fans will be able to enjoy a new twist on the classic hot dog and other traditional hockey foods thanks to the two Provigo condiment bars. The stations will be set up in Club Desjardins to give fans a chance to discover original ways to dress up classic foods with the savoury President's Choice and PC Black Label Collection brand condiments. Following some games, product samples will also be handed out to fans.

"Our customers are huge Canadiens fans and share our passion for hockey. Last January, 14,000 customers attended the Canadiens' Provigo Practice, a family event that invites fans to attend an official hockey practise and interact with players. Many such fans expressed their thanks in person or through social media. More than 1,275 tweets with the hashtag #ProvigoHabsGo were posted," explained Nathalie Langlois.

Over the course of the season, many simple, easy to share recipes for watching hockey with family and friends will be shared in stores and on line, on the Provigo website and social media. To follow Provigo on Twitter: @ProvigoLeMarche. For the 82 game dates:

About Provigo, member of the Loblaw group
Provigo is a member of the Loblaw group, one of the largest private sector employers in Quebec and Canada's largest food retailer. With its affiliates, the Loblaw group employs nearly 40,000 people in the province of Québec through its almost 400 corporate, franchised and affiliated stores operated mainly under the Provigo(R), Provigo Le Marché(R), Maxi(R), Maxi & Cie(R), Loblaws(R), Club Entrepôt(R) Provigo and Les Entrepôts Presto(R) banners. The Loblaw group also offers Canada's strongest control (private) label program, including the President's Choice(R), no name(R) and Joe Fresh(R) brands. It also offers President's Choice Financial (R) services and the PC(R) points loyalty program.


SOURCE Provigo, member of Loblaw group

For further information: or to schedule an interview, the media are invited to contact: Jessica Drolet, Advisor, SYRUS, or 514 935-2777 ext. 205; or Valérie Dubuc, Specialist, Corporate Affairs and Communication, Québec, Provigo, member of Loblaw group, or 514 383-8800, ext. 646157


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