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Press release from CNW Group

President's Choice® Children's Charity Kicks Off Customer Campaign to Help Children in Western Canadian Communities

Thursday, August 30, 2012

President's Choice® Children's Charity Kicks Off Customer Campaign to Help Children in Western Canadian Communities06:59 EDT Thursday, August 30, 2012CALGARY, AB, Aug. 30, 2012 /CNW/ - (TSX: L) - Starting tomorrow until September 13, 2012, customers at participating Real Canadian Superstore®, Real Canadian Wholesale Club®, Extra Foods®  and nofrills® 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.Real Canadian Superstore®, Real Canadian Wholesale Club®, Extra Foods® and nofrills® 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 nutrition programs.Last year in Western Canada, President's Choice® Children's Charity granted over $2.0 million to fund 165 grants for children with disabilities and $ 638,350 to fund 353 nutrition programs."We thank our customers for their support in helping kids live to their full potential," says Marlin Krieger, member of President's Choice® Children's Charity Board of Directors and regional vice president, Western Canada, Loblaw Companies Limited. "Western Canadians can feel good knowing that their donations will be used to serve the needs of families and children in their very own communities."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 disabilities.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 onlyAbout President's Choice® Children's CharityPresident'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 LimitedLoblaw 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 ChoiceFinancial® services and offers the PC® points loyalty program.Image with caption: "President's Choice® Children's Charity kicks off customer campaign to help children in Western Canadian Communities (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20120830_C2571_PHOTO_EN_17354.jpgImage with caption: "President's Choice® Children's Charity kicks off customer campaign to help children in Western Canadian Communities (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20120830_C2571_PHOTO_EN_17355.jpgSOURCE: Loblaw Companies LimitedFor further information: On behalf of the President's Choice ® Children's Charity, for more information please contact: Loblaw Public Relations Department 905-459-2500 | pr@loblaw.ca