For more than a decade, he was the public face of grocer Loblaw Cos. Ltd., appearing in its ads as the pitchman for its President’s Choice and No Name private labels. In marketing circles, he was an iconic figure, touting the chain’s foods with passion and authority.
Dave Nichol, who passed away on Sunday at age 73, was a foodie before the term became popular, using a folksy style in television commercials that helped propel President’s Choice into one of the country’s top brands.
The consummate pitchman
Mr. Nichol became known as the face of Loblaw and a consummate pitchman.
'Worth switching supermarkets for'
The slogan “worth switching supermarkets for” has survived to this day. Mr. Nichol used it countless times in advertising for the President’s Choice brand – and in more than one language.
Memories of Dave Nichol
On Thursday, after the news spread of Mr. Nichol’s passing, Loblaw released an online video titled “Memories of Dave Nichol” – a nod to the “Memories” products that helped rocket the President’s Choice brand to popularity, and featuring some of his best remembered moments as the company’s advertising spokesperson.
In 2005, Mr. Nichol became one of the first people inducted into the Canadian Marketing Hall of Legends, and spoke about his philosophy of marketing in this video for the event.