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Local Central

Work / London Drugs / 2020 / Experiential

In April 2020, COVID-19 forced many businesses to close their doors. The Canadian Federation of Independent Business reported that only 21% of small businesses in Canada were fully open during the pandemic, and half were unsure if they would survive. London Drugs, whose doors remained open, wanted to step up to help those in need in the communities they serve. 

To do this we created Local Central, where shelf space in select stores was dedicated to stocking products from local small businesses who’s retail spaces weren’t able to stay open. 100% of the proceeds went back to those businesses.

There was an earned media call for submissions, which was picked up by news channels on TV, radio and online. In just a few short weeks, over 1280 businesses submitted applications and selected products hit shelves in 50 stores.