This article describes a new approach to marketing and advertising.

Appropriate Subject Area(s):

Entrepreneurship, marketing, advertising

Key Questions to Explore:

• How is Canadian-pride marketing impacting consumer buying patterns?

New Terminology:

Canadian-pride marketing

Materials needed:

Watch the Loblaw’s video on You Tube #eattogether

Introduction to lesson and task:

Students will explore Canadian-pride marketing as a way of engaging consumers.

• Action (lesson plan and task):
• Review the Marketing Mix with the class.
• Show the video of the Loblaw’s film/commercial that was shown during the NHL Centennial Classic hockey game
• Ask students for comments on the commercial and how it fits within a marketing mix.
• In a recent international study on national identity, culture came up as the biggest source of pride in most countries. However, in Canada values topped that as number one.  In small groups and using flip chart paper, have students describe Canadian culture and Canadian values.
• Use a walkabout for students to see all the various descriptions.
• Discuss as a class the similarities and differences between the groups’ work.
• Distribute the article for reading.
• In their groups, have students discuss how Loblaw’s is addressing Canadian culture and values in their marketing.

Consolidation of Learning:

• Select another advertiser who uses Canadian identity as a way to appeal to their target market. Describe how their marketing activity is aligned with Canadian culture and values discussed as a class.

Success Criteria:

• Students understand how Canadian-pride marketing can bring customers closer to a brand and improve sales.

Confirming Activity:

• Have students create a Canadian-pride promotion for your school.