Promotional Calendar

FY23/24: How to Apply

There are two types of promotional opportunities.Previously, they were referred to as Non-Applied and Applied. Note that we have changed the terminology to more clearly articulate the promotions and the application process.

They are now called Excel Applied and MPTS Applied Promotions, and refer specifically to the type of application that we require submitted by Trade Partners in each case:

For EXCEL APPLIED PROMOTIONS (KEY DISPLAYS & ACTIVATIONS):

• - Complete the application form, “F24 Promotional Opportunities Excel Application Form,” (linked below) and submit by the deadline indicted below.
• - We expect to receive one file per supplier. If applying for promotional opportunities in multiple periods please indicate on the application form.
• - Mock-ups for all supplier produced merchandisers and enhanced activations are also required at the time of application.
• - Change the title of the document to include the applicant name (e.g. Agent or Vendor), and send the application file to promoapplications@lcbo.com. Do not use any special characters in the Title of the file (e.g. “#” “+” “&”) 
• - ONLY successful applicants will be notified, due to the volume of applications.

 

Excel Applied (Key Displays & Activations) Programs:

IN-STORE:

Beer Excitement Zone

Block Pile A (Beer)

Block Pile B (RTD)

Block Pile C (Loyalty)

Discovery End Aisle

Entrance Table

End Aisles 1-4 (SPIRITS & WINES Partnership End Aisles)

Feature Fixture A and B

Flagship Pop-Up Shops

Spirits Cold Room

Supplier Merchandiser Displays (Block Pile D)

Wines Flex Space

 

OMNI-COMMERCE PROGRAMS:

Cocktail of the Month with Program Page

Front Nesting Table with Homepage Feature

Middle Nesting Table with Homepage Feature

Enhanced Occasions Package

 

ECOMMERCE PROGRAMS:

Feature Page (with or without a connection to in-store display space)

New Arrivals Hero Package

Online One Day Aeroplan Double Point Events

Online Exclusive Product(s) with Value Adds

Paid Product Placement 

Virtual Experience: LCBO Produced

Virtual Experience: Supplier Produced

 

MPTS Applied (Secondary Displays & Support) Programs:

For MPTS APPLIED PROMOTIONS (SECONDARY DISPLAYS & SUPPORT), Trade partners can apply directly in MPTS.

• - Successful applicants will be notified per the deadlines below.
•  

LCBO will consider several factors when reviewing applications:

• - Size of the brand and growth trend
• - LCBO benefit: Sales, up-sell potential, relevancy
• - Alignment with LCBO seasonal themes, evergreen themes, and key consumer occasions.
• - Consumer benefit: Education, solution, engagement, value
• - Spirit of Sustainability information provided
•  

Please note that promotional forecasts are now mandatory at the time of your application for both Excel Applied and MTPS Applied opportunities. Applications without forecasts included will not be considered.

Document Downloads

UPDATE MARCH 2021: The Canadian Food Inspection Agency (CFIA) has new regulations about safety and traceability, and as such a new Form is required for all Value-Add submissions when they are food.

The submission questionnaire may be downloaded below.