Promotional Calendar

How to Apply For Promotional Opportunties

There are two types of promotional opportunities - Excel Applied and MPTS Applied Promotions, and refer specifically to the type of application that we require submitted by Trade Partners in each case:

For EXCEL APPLIED PROMOTIONS

• Complete the application form, F27 Promotional Opportunities Excel Application Form,” that is found below. • We expect to receive one file per supplier. If applying for promotional opportunities in multiple periods please indicate on the application form. • Mock-ups for all supplier produced merchandisers and enhanced activations are also required at the time of application. • Change the title of the document to include the applicant name (e.g. Agent or Vendor) and send the application file to promoapplications@lcbo.com. Do not use any special characters in the Title of the file (e.g. “#” “+” “&”)

For MPTS APPLIED PROMOTIONS, Trade partners can apply directly in MPTS.

• Successful applicants will be notified per the deadlines on the following page

 

LCBO will consider several factors when reviewing applications:
    • Size of the brand and growth trend
    • LCBO benefit: Sales, up-sell potential, relevancy
    • Alignment with LCBO seasonal themes, evergreen themes, and key consumer occasions.
    • Consumer benefit: Education, solution, engagement, value
    • Spirit of Sustainability information provided

 

NOTE that promotional forecasts are mandatory at the time of your application for both Excel Applied and MPTS Applied opportunities. Applications without forecasts included will not be considered.

 

 

Fiscal Deadlines

For Fiscal 2025/2026 Deadlines, please refer to Page 46 of the FY26 Promotional Opportunities document for Periods 12-13.

Please find the deadlines for FY27 below.

To express interest in any Excel Applied programming, please complete the promotional application form in Excel provided below.

Please note that due to compressed timelines, the deadline for Agents to submit revised promotional forecasts for approved programs is required immediately after approvals/declines are published for select periods.