Loblaws location in Saskatoon, Saskatchewan under the name SuperValu. Numerous other SuperValu locations opened across Western Canada before most gradually expanded into Superstore sites; the SuperValu name is still in use in British Columbia and the Maritimes, the latter branded as Atlantic SuperValu. The similarly named The Real Superstore was used in the United States from the 1970s up until the mid-1990s by the Loblaws-owned National Supermarkets chain until the chain was purchased by competitor Schnucks. Superstore marks the return of Loblaw's superstore format in the Greater Toronto Area after the unsuccessful launch of the SuperCentre format in the 1980s and 1990s. In the early 21st century, Loblaw brought the Superstore banner to Ontario as a response to the introduction of large grocery sections in most Canadian Wal-Mart stores and other department stores, and as a pre-emptive strike against any plans by Wal-Mart to bring its "Supercenter" format to Canada. Originally, Ontario stores were co-branded with the local Loblaw banner (i.e., "Loblaws - The Real Canadian Superstore"), but most shortened their name to reduce confusion and allow separate weekly specials for each chain. New Ontario locations began to open under the name Loblaw Superstore in late 2007. Since December 2008, Ontario stores have used common flyers displaying a combined "Superstore: Loblaw/Real Canadian" logo. However, Loblaw has not yet said whether one banner will eventually replace the other. Relationship with other Loblaw banners There are no Superstore locations as such in Atlantic Canada or Quebec. However, in recent years, and particularly since 2008, Atlantic Superstore in the Maritimes and Dominion in Newfoundland and Labrador, both also owned by Loblaw, have adopted similar store formats and a similar marketing approach to RCSS. In Quebec, Maxi and Co. and some larger Provigo (previously Loblaws) locations fill the void. It is not clear whether Loblaw intends to eventually rebrand these stores to create a national "Superstore" chain. As well, there are a handful of large-format Loblaws and Zehrs stores in Ontario – including certain locations in Markham and Kitchener – which closely replicate the selection of food and general merchandise available at Superstores. Most of these locations were built around the same time as the first Ontario Superstores, but nevertheless chose to use older brand names. Slogans 2022-present — "Save For Real." 2019–2020 — "Shop Like A Mother" 2018 — "Truly Super" 2017 — "We’re not just a store, we’re Superstore. And we don’t