HALIFAX, Aug. 30, 2012 /CNW Telbec/ - (TSX: L) - Starting tomorrow until September 13, 2012, customers at participating Atlantic Superstore®, Dominion®*nofrills® and SaveEasy® stores are encouraged to purchase $2 paper icons at store check-outs in
support of the President's Choice® Children's Charity campaign Lay Down a Toonie, Lift Up a Kid™. The Charity supports children's health and wellness so Canadian
children can live to their full potential.
Atlantic Superstore®, Dominion®*nofrills® and SaveEasy® are corporate and franchise banner stores of Loblaw Companies Limited.
As the primary charity supported by Loblaw, the President's Choice® Children's Charity focuses on children with disabilities and childhood
Last year in Atlantic Canada, President's Choice® Children's Charity granted more than $1.3 million to help over 57,000
students through 500 nutritional programs, and benefit more than 86
children with disabilities throughout the region.
"We thank our customers for their support in helping kids live to their
full potential," says Colin Nicolle, member of President's Choice® Children's Charity Board of Directors and vice president, Pricing and
Promotions, Atlantic Canada, Loblaw Companies Limited. "Atlantic
Canadians can feel good knowing that their donations will be used to
serve the needs of families and children in their very own
This customer campaign, one of many fundraising events in support of President's Choice® Children's Charity, is a national event held bi-annually at
participating Loblaw corporate and franchise stores. This year the
goal is to raise $4.0 million; more than $2.3 million was raised
earlier this year towards the goal during the spring 2012 campaign.
In concert with the customer campaign, President's Choice® Children's Charity has refreshed its look, introduced a new tag-line Helping kids do anything™ and launched an online donation function at pc.ca/charity. The
Charity's new tagline underscores its commitment to helping kids live
to their full potential. While the Charity's familiar "sun" imagery
remains, the overall creative has been updated with a more modern feel
to better reflect the optimism and positive outcomes that result from
donations and grants. The new imagery will be featured on in-store
signage, and on a hundred transport trailers crossing the country.
Loblaw created President's Choice® Children's Charity to empower its store colleagues, franchisees and
their employees to support families in communities where the Company
has retail and store support locations and distribution centres. In
2011, President's Choice® Children's Charity proudly granted more than $13.3 million nationally,
supporting more than 4,000 nutrition programs and providing grants to
more than 1,800 families across the country whose children have
Making a Positive Difference in the Community is one of the five corporate social responsibility principles that shape
the way Loblaw conducts business. Fundraising initiatives in support of
President's Choice® Children's Charity is just one example of how Loblaw continues to be
active in communities on national, regional and local levels. This
includes a bi-annual national food drive to address hunger across
Canada, an ongoing relationship with WWF-Canada to mobilize Canada to
take environmental action and support to thousands of local charitable
organizations across the country.
For more information about President's Choice® Children's Charity and to apply for a grant please visit www.pc.ca/charity or call 1-866-996-9918.
*Newfoundland and Labrador only
About President's Choice® Children's Charity
President's Choice® Children's Charity is committed to helping children across Canada, with
a focus on children with disabilities and childhood nutrition.. The
cost of administration and operations of the Charity is funded by
Loblaw Companies Limited, ensuring that 100 per cent of every dollar
donated goes to helping kids The Charity offers funding across Canada
and dollars are granted in the region in which they are raised. Since
1989, the Charity has awarded more than $72 million, reaching more than
10,000 families and 4,000 nutrition programs. For more information on
the President's Choice® Children's Charity or to donate online, visit www.pc.ca/charity.
About Loblaw Companies Limited
Loblaw Companies Limited, a subsidiary of George Weston Limited, is
Canada's largest food retailer 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 more than135,000 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® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.