As Canada’s premier food destination, Loblaws cashed in on the maker and baker trend at the beginning of CoVid. But lockdown after lockdown, we’d cooked ourselves through every cookbook we had, we’d finished with sourdough starter, and had fallen out of love with our kitchens. Cooking became mechanical, a chore. So for Easter, we launched No Wrong Way to Eat - a love letter to all the weird and wonderful ways our relationship with food evolved. The campaign drove a significant sales lift at a time when the industry was flat, and successfully united food lovers with the brand once again.