Submission + - Canadian grocery giant Loblaws advertises, in the sky (thestar.com)
A large LED aerial drone display appeared over Toronto’s skies late Thursday night promoting Loblaw’s [a major Canadian grocery retailer] health services app in an advertisement that the city says they were not made fully aware of.
Videos and photos posted online show a large-scale drone advertisement for President’s Choice Health that sparked a heated discussion online about the use of airspace for promotional material.
In an email to the [Toronto] Star, a City of Toronto spokesperson said that while they approved the rental of Fort York National Historic Site for a third-party drone operator, they didn’t know that Loblaw would be behind the display.
The City was not informed of the client associated with the display and is updating its booking requirements to add disclosure of this information as a requirement for future bookings,
said spokesperson Nichole Jankowski.
The advertisement could be seen from multiple vantage points downtown with several phrases urging viewers to ask the Loblaw-owned platform medical questions. Some of the questions on display included “Can melatonin lose its effect? Is that third coffee keeping me up?” and “Do I really need 8 hours of sleep?” The sleep-related questions are followed with a QR code.
Commenters in threads on Reddit and posts on X, where videos of the ads surfaced, criticized the company’s use of airspace, including a tweet that calls for this sort of advertising to be banned. Loblaw confirmed the advertisement in an emailed statement to the Star.
The drone show was intentionally short and carefully considered to minimize brightness and disruption. All appropriate permissions were obtained for the show, including airspace approval secured through NAV CANADA and ground space approval secured through Fort York.
reads the retail company’s statement. According to their website, Loblaw used the ad to launch their health app:
Torontonians along the waterfront can look to the skyline at approximately 11 p.m. ET on September 10, as a series of health-related questions appear overhead during a 15-minute aerial display,
reads a release from Loblaw Companies Limited. Prior to Thursday evening, the Fort York landing page on the city’s website posted that a display would be happening.
In order to stage a drone show, such as the one on Thursday evening, organizers have to apply for an SFOC-RPAS — a permit for flying a drone at an advertised event — with Transport Canada. The federal agency, who has jurisdiction over the airspace, said that they issued an SFOC-RPAS for the event, but would not provide any more information about the applicant due to “privacy requirements.”