Storytelling in Your Canadian Grocery Branding Strategy
The Canadian grocery branding strategy has never been more critical, as the sector faces ongoing turmoil—further complicated by anticipated tariff wars. For the 52-week period ending December 28, 2024, the Canadian grocery sector achieved a mere 1% unit growth, with 49.7% of all sales happening on promotion.[1] Coresight Research in the United States projects only a 1% growth in unit sales this coming year.[2] The flight of the private label market does not help national brand growth. For the 8-week period ending February 23, 2025, private label dollar sales in the US gained 5.6% and unit sales rose 1.7%, compared to manufacturers’ brands, which were up 1% in dollars and down -0.8% in units vs. the same period a year ago.[3] So how can brands compete understanding:
- 35% of Canadians, remain vulnerable spenders[4], and they will cut back on grocery spending in anticipation of tariffs.[5]
- 49% of Canadians are planning ahead to manage spending.[6]
The solution lies within the brand’s story.
How did Branding Originate?
Branding originated to signify ownership, particularly with livestock, dating back to ancient times, around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership and could serve as a guide to quality.
What is a Brand?
A brand, as some may suggest, is not a name, logo, symbol or tagline. The brand is the collective perception and emotional connection consumers have for a product, service, or company. The purpose of the brand is to help differentiate itself from the competition and it helps establish credibility, and brand loyalty.
What are the Elements to a Brand’s Story?
Marketing is known for the 4P’s: Product, Price, Place, and Promotion. The brand story consists of the 5C’s: Clarity, Conversation, Community, Content, and Consistency.[7]
- Clarity: What does your brand stand for, its value, and who is your target audience?
- Conversation: Invite your customers into the conversation. Make them feel part of the dialogue.
- Community: When your customers feel they are part of something bigger, they will become a key influencer.
- Content: Share content that sparks emotion – emotion is what inspires potential customers to act.
- Consistency: Tell your story consistently across every platform and touchpoint. This will build trust and reassure your audience that you are who you say you are, and that you’ll deliver the same values every time they interact with you.
Your Brand Story is Like an Elevator Pitch
We have all heard about the need to have an elevator pitch. It is a way of introducing yourself in 30 seconds or less. The brand story pitch is similar in nature in which you are trying to convince consumers to embrace your brand. The big difference, you only have half the time (15 seconds or less) to pitch your brand.[8]
Why the Need for a Brand Story?
The grocery landscape is changing, and we live in a world full of noise. People crave real, authentic connections with brands they can trust. A business brand’s story will always be the most powerful tool for connecting with their audience. Brands have stories to tell, private label does not. Customers connect with stories, not sales pitches. Brands emphasizing storytelling rather than statistics in 2025 will build closer consumer loyalty.
Food Distribution Guy’s Final Thoughts
Storytelling will be a need rather than a luxury this year. With Canadian shoppers increasingly turning to private label brands, national brands must emphasize their story. This is where small businesses have a competitive edge. Close to 80% of consumers trust small businesses more than large businesses, citing community engagement, and perceived authenticity.[9] I leave you with this final thought:
“The brands that will succeed in 2025 will be those with the most appealing narratives rather than the ones with extensive marketing budgets”.[10]
[1] Consumer Outlook: From Cautious to Conscious Consumption, Nielsen IQ, December 2024
[2] Grocery Sales Growth Will Rebound this Year, Report Says, www.grocerydive.com, February 2025.
[3] As the New Year Unfolds, Private Label Continues to Dominate in the US, www.plmaininternational.com,
[4] Carman Allison, Nielsen IQ, Grocery Business, November / December 2024
[5] Checking in on the Canadian Consumer, Numerator, March 2025
[6] Consumer Outlook: From Cautious to Conscious Consumption, Nielsen IQ, December 2024
[7] The 5Cs Needed to Create a More Compelling Brand, Liz Dennery Sanders, www.startupnation.com
[8] Circana, 2025
[9] CEO Question: Do Customers Trust Small Businesses, www.linkedin.com, Ken Gosnell, 2024
[10] Brand Story Telling: Why it’s Key to Customer Loyalty in 2025, www.lps-me.com, February 2025