The "Discover our Community" program provides Suppliers with the opportunity to celebrate local community events in LCBO stores.

The program is open to all products.  The selected products must represent a logical relationship to the chosen local event. (i.e. ethnic product for ethnic festival)

Only one "Discover Our Community" program will be approved per store at a time. The program is booked on a first-come / first-served basis.

Follow this link for rate information.

Product Placement

• Up to 3 popular products per end maximum.

• The display will be located on one Discretionary End Aisle in each participating store.

• The location of the display is not open to negotiation by suppliers.

• Store staff will build all displays in their allocated positions.

• There is no commitment on initial stock orders to build displays.

Participating Stores

All LCBO Stores may participate in the "Discover Our Community" Program. The stores promoting a specific event are at the discretion of the LCBO Retail District Manager and must be within the geographical region of the event.

There is a maximum of 30 stores that can participate per event. To run a promotion in more than 30 stores, Suppliers should apply for the regular End Aisle Display Program.

Program Duration

• Each program’s duration will be negotiated per week, up to a maximum of four weeks.

• Longer promotion period may be granted on an ad-hoc basis for special circumstances (e.g., a product label celebrating a town centennial).

Product Selection Criteria

• The selected products can be from different categories as long as they all tie in the local event.

• The program is open to all products.

• Products do not need to be integrated with the current in-store Promotional Theme.

• Products cannot be part of a paid IMAGE program or paid Seasonal Blockpile program for the same timeframe.

Tasting Program (Recommended)

Research indicates that in-store sampling directly influences customers’ buying decisions. Participating in the Tasting Program is strongly encouraged.

• Follow this link for complete details on the Tasting Programs.

Promotional Material

• LCBO Discover Our Community chalkboard with space for product information copy.

  
  

• LCBO generic pricer cards for all products (maximum 3).

• Signage produced and shipped by Supplier must approved by the relevant Category/Product manager. Supplier produced signage may not be branded, must be made of a material that can be applied and easily removed from the Blackboard. The dimensions of the sign must not exceed 30" wide x 16" high.

• Approved signage will be installed by LCBO staff.

• Branded attire and merchandise as well as additional promotional material (cut outs, banners, merchandisers, etc) will not be accepted.

• At the suppliers’ discretion, the product can be produced with a private/custom label (i.e., ploughing match). All products with custom labels must be picked up by the suppliers at the end of the promotion.

Contest (Optional)

• Suppliers are responsible for obtaining AGCO approval for all contests taking place in LCBO stores. The contest will be cancelled if approval by AGCO and LCBO Legal Department is not obtained 10 weeks prior to the start date. 

• A final copy of the contest rules must be submitted to the relevant Category office at the same time as the application.

• Contests are permitted as long as the prizes tie into the community event and have been approved by the appropriate Category/Product Manager.

• Ballots must be collected via mail-in, online or ballot boxes.

  • Ballots and ballot boxes are produced and shipped by the supplier upon artwork approval by LCBO. Ballot boxes will only be located on the display. 
  • Only one ballot box per participating store.
  • Ballots will be drawn locally by the Suppliers/Agents and a representative of the LCBO.
  • Archiving the ballots is the suppliers’ responsibility.
• Distributing the prize is the suppliers’ responsibility.

Follow this link to the Contests page.

Applications

Application Form.
Submit to the appropriate Category office no later than ten (10) weeks prior to the event. Send a copy of the application to the appropriate District Manager.