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Dave Nichol, longtime Loblaw's pitchman, dead at 73

A Loblaw employee brings in shopping carts in Toronto on Feb. 18, 2009. THE CANADIAN PRESS/Nathan Denette

Long-time Loblaws pitchman Dave Nichol has died at the age of 73.

The native of Chatham, Ont., who died on Sunday, appeared in TV ads for the grocery chain’s President’s Choice and No Name brands in the 80’s and 90’s.

Nichol helped build President’s Choice into one of Canada’s top labels.

Many of the products Nichol is responsible for can still be found on the shelf, including the Decadent Chocolate Chip Cookie.

Nichol also introduced the Insider’s Report magazine in the early 1980s, a flyer that told stories of the products his brands bring to consumers.