Saturday, May 8, 2010

B.I.L.F.- Galen Weston, Jr.

Before I begin, I would like to point out that the 'B' in B.I.L.F. stands for 'Brain', not billionaire. I keep getting questions about this from readers and wanted to clear that up before the newest installment. Everyone good? Okay, great, let's get on with it...

There's something about Galen, non?

Admittedly, I have a thing for nerd types, and always have. When I was in grade 12, I had a platonic crush on this beautiful boy with the most perfect skin in the world. He was like a hot male porcelain doll. What?! I know it's weird, but I'm serious. He was this lovely, well-dressed, articulate, sweet, smart person who was just so not homefries. Of course he wore glasses, of course he had a "hair-do" that required gel and patience in the late grunge era when most people were still rolling out of bed and throwing on a flannel shirt and, unlike 90 per cent of boys my age, he had class and believed in chivalry. In my 17 year old opinion, he was pretty damn near perfect husband material, which is exactly the kind of thing you don't appreciate for another ten years or so when you start looking for a man with good genes instead of just a boy with good jeans (most of my girlfriends wanted guys who met the criteria: poor, dirty and can rock). Anyway, homeboy was all kinds of awesome with a metrosexual edge. I guess you could say that he was my original B.I.L.F.

Don't worry, I'm getting to my point: Galen Weston is that guy's less cool, yet much wealthier and media saavy, counterpart. This is hugely significant, particularly from a marketing P.O.V.

The Canadian Encyclopedia had this to say on G:

He prepped for the corporate role he was born to play, earning a B.A. from Harvard and an M.B.A. from Columbia. Known to share his father's flair on the polo field and his people skills, it's unclear yet whether Weston has inherited pater's mercantile touch or knack for spotting talent. He has told friends he has grown to enjoy business, particularly during his stint at President's Choice banking services. Certainly there is little evidence he is conflicted about his destiny. By all reports, he's an impeccably decent guy, with lovely manners and zero social pretension. He dislikes being called Galen Weston Jr., preferring GG or G2, his family nickname (Galen Sr. is G1). Like his famously private father, he avoids media scrutiny, declining a request for interview. When his artfully raw industrial loft in a grungy Toronto neighbourhood was photographed for Toronto Life magazine in 2001, its resident was referred to obliquely as "The Bachelor."

Um, Harvard? Zero social pretension? Corny nickname? RAW INDUSTRIAL LOFT?


And, oh, does he ever have that "mercantile touch". Having inherited, at the tender age of 33, the reins to the empire founded by his great-grandfather in the late 19th century, G2 has managed to take a tired, decidedly uncool brand and thoroughly revitalize it. By 2006, Loblaws (the parent company of President's Choice Brand) had become something of a punch line, having fallen quite a way from the glory days of Galen' s father, who had achieved a major image overhaul of the company in the 1970's. In only four short years, that reality has been turned completely around by new brand Joe Fresh and ambitious "green" initiatives that have turned Superstore into a preferred shopping spot of the trend-loving yet thrifty Gen-X/Y demographic. Recyclable fabric shopping bags? Yes please! IKEA Doppelganger furniture for a fraction of the price? But of course! GAP- quality polo shirts for seven dollars? HELL TO THE YES, GALEN!

And let's be real here- I know I am not the only one who has gotten a serious case of the warm fuzzies while watching the new commercials featuring adorable, sheepish Galen engaging in various down to earth activities with the humble farmers and fisherman that supply the reasonably priced products that stock the shelves of his no-frills grocery stores. Doesn't he remind you of that cute, non-threatening, well brought up boy you used to go to school with? Don't you want to tousle his geeky almost-mullet?

MMMhmm, this B.I.L.F. knows how to capitalize on image. He's done his homework and he's working the weak spots of Canadians A Mari Usque Ad Mare.

I am picking up what he is throwing down. Are you?


Anonymous said...

Ohhhhh, I thought the B in BILF stood for billionaire, or boy (in tight jeans).
Me likey cutie GG. Almost makes me want to shop at that horrible Superstore. Almost, not quite. But this may change if there were huge posters of GG around the store. ;)

Gordon Murray said...

I enjoy the TV ads with Galen in them kind of a personal touch. I also am employed with Loblaws and think that it is a fantastic company.

Anonymous said...

I think Galen is the BOMB!!!!!!!!!!!!! He's very HOT and just a fresh looking Guy with a heart of GOLD!

Barbara J. Sowak said...

HA HA....LOVE IT...agree re: the non pretentiousness (have that on good authority) ditto on cute nerd material. I love the commercials, 2 sweet!
ONLY ONE PROB: married!
btw - I am madly in love with a bonafide nerd, albeit a Persian one....swoon-worthy big, dark bedroom eyes, head of curly salt and pepper hair, smooth skin, hot, hot....FAB brain...(somewhat out to lunch socially unlike his brothers/global nano type,doctorate, well heeled, good heart and soul, say no more... but divorced/committment phobic. What 2 do? )

Anonymous said...

Im so glad I found this. Galen is the man!!! I thought I was the only one. I carry a photo of the guy in my wallet because he is everything I aspire to be (and be with).

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