Launching LCBO’s Spring and Summer Lineup

With a slate of new drink SKUs debuting on retail shelves for the spring and summer seasons, the LCBO needed a creative way to inspire Ontarians to shop new and exciting products at the LCBO. The goal was to develop engaging content that could translate across editorial digital platforms and fast-paced, short-form social feeds.

SJC’s branded content team built the campaign around an eye-popping sponsored article on Toronto Life, profiling the season's new and premium spirits. Three flagship products got their own video, shot in SJC's Studios and built around distinct spring and summer moments:

• Absolut Tabasco Vodka: A board game night with friends
• Malibu Pink: A beach excursion.
• Grey Goose Berry Rouge: A chic, seaside European getaway

Our team edited the videos for dual use: as an embedded video within the article, and as a short-form cut for social.

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The article was supported by social content, two newsletter placements (Toronto Life’s Table Talk and This City), a display roadblock around the digital article and a two-page print spread that appeared in Toronto Life's May issue.

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The campaign outperformed expectations, exceeding impression targets by more than 120% and driving video engagement nearly 25 times higher than planned. The sponsored article held readers for more than a minute on average, which is double the industry benchmark, and generated an outbound click-through rate 10 times higher than average standards. Print integration further amplified total reach, adding nearly one million incremental readers.