#PairItForward to celebrate and support local food & beverage

Press release – Toronto, September 15, 2020

LCBO Launches #PairItForward to celebrate and support local food & beverage industry

The LCBO is supporting Ontario’s food & beverage industry, one pairing at a time with the launch of the new initiative #Pairitforward. The initiative, created in collaboration with Creative Agency lg2, features Ontario’s local wineries, breweries and distilleries “pairing it forward” to local Ontario products and producers. The pairings of independent businesses, including farmers, growers, makers, bars and restaurants, will create a chain reaction of support across Ontario with the goal of helping the industry grow.

The initiative is anchored by 24 Instagram stories shot over 16 days across the province. In Prince Edward County, for example, Dan from Rosehall Run Vineyards suggests pairing his Unoaked Chardonnay with cheese from the Agrarian Market in Picton. Naz from the Agrarian Market then suggests pairing his cheeses with lavender honey from Millefleurs in Wellington. Millefleurs pairs it forward to the roasted beets at Flame + Smith restaurant in Bloomfield. To find out more details on how the LCBO is supporting local, visit lcbo.com/PairitForward.

“Now more than ever, our customers are expressing a keen desire to discover and support local products and producers,” says Vanda Provato, Vice President, Marketing & Customer intelligence, LCBO. “#Pairitforward offers them the perfect opportunity to connect to our vibrant industry and empowers them to help it thrive at a time when the industry needs it most.”

“#Pairitforward was inspired by the generosity we are seeing from Ontarians to help their neighbours during this unprecedented time,” says Keith Barry, VP Strategy at lg2. “We were delighted to be given the opportunity to collaborate with the LCBO on this initiative that we are confident will resonate with and inspire their customers to pair Ontario’s world-class beverage alcohol products with outstanding local food offerings.”

The campaign includes digital video (you can watch the launch video here), social, pre-roll, print, in-store and a local shopping guide, and will continue through to the holiday season. Craft Public Relations led earned media and influencer engagement for the campaign, which includes influencer partnerships from across the province and a broadcast media tour. Phd handled the media buy.

Read more about the campaign here.