09/26/2013 07:36 EDT | Updated 11/26/2013 05:12 EST

Loblaws marketing guru Dave Nichol dies

Dave Nichol, the popular pitchman for the Loblaws grocery store chain in Canada, has died at age 73.

The Chatham, Ont., native appeared in television ads for Loblaws in the 1980s and '90s, pitching products for the President’s Choice and No Name brands.

Many of the products Nichol is responsible for remain popular, including the Decadent Chocolate Chip Cookie.

In the early '80s, Nichol also introduced the Insider’s Report, a flyer telling stories of the products his brands bring to consumers.