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Updated: Thu, 26 Sep 2013 14:02:50 GMT | By CBC News, cbc.ca

Loblaws marketing guru Dave Nichol dies



Dave Nichol played a key role in developing brands such as President's Choice and No Name. YouTube

Dave Nichol played a key role in developing brands such as President's Choice and No Name. YouTube

Dave Nichol, the popular pitchman for the Loblaws grocery store chain in Canada, has died at age 73.

The Chatham, Ont., native appeared in television ads for Loblaws in the 1980s and '90s, pitching products for the President’s Choice and No Name brands.

Many of the products Nichol is responsible for remain popular, including the Decadent Chocolate Chip Cookie.

In the early '80s, Nichol also introduced the Insider’s Report, a flyer telling stories of the products his brands bring to consumers.

A statement from Loblaw Companies Limited praised Nichol as an innovative marketer who left a lasting mark on the company.

"We are deeply saddened and our thoughts and prayers go out to Dave's family," said chairman Galen G. Weston.

"Dave's passion for food and his vision helped to transform the way Canadians eat, and he has left a tremendous legacy that endures in the company today. He will be missed by all who had the opportunity to work with him and benefit from his guidance and friendship."

Nichol left Loblaws in 1993, going on to work for subsidiary Cott Corporation and also forming his own retail consulting firm.

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