Creating a Housewares Destination

A child’s lunch box, a muffin tin, a dish towel – all are items that most of us have at one time impulsively thrown into our shopping cart at the local grocer. But, a waffle iron, a patio lounge chair, bed linens? These items typically require planned trips to more specialty type shops.

Loblaw Companies, Canada’s largest food retailer and operator of over 1,000 supermarkets under 22 different banners, wanted to change this behavior. With an expanding choice of houseware items, Loblaws was looking to change customers’ perceptions of this product segment. Rather than providing a small offering of fast and cheap impulse items, the retailer created a wide array of well designed, stylish and value priced products. The intent was to present the retailer as great a destination for housewares as it is for one’s daily groceries.

Concrete created and executed a marketing platform for this product category. The goal was to present the product offering as high quality and high style within a value price context. The platform also need to accommodate a variety of product types in both print and digital media, all adaptable to a variety of Loblaws different store banners. The approach borrows from pop art colour palettes, surrealist styling and whimsical messaging and presentation.


Brand Strategy / Art Direction / Messaging / Print / Digital


Concrete injected a fresh new approach into our seasonal programs, reflected in fun and graphic photography that differentiated our business from our competitors.

Brad Boeda
Sr. Director – Home & Entertainment, Loblaw