The PC option

It's certainly less odd to see store brands mentioned as part of store interiors than to see them on the exterior, but it's not super common to have such a large sign! Clearly, Loblaw doesn't intend to rebrand their store-brand products every few years (I'm looking at you, Albertsons). Heck, there's an entire service department here (the deli) that doesn't have a sign as a result! 

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