Leaseback agreements were bought out and the company began closing unprofitable stores. Old warehouse operations were shut down and a new distribution centre built. The company also initiated a broad marketing strategy that saw a prototype store renovated and remodelled in new colours and a new Loblaws logo. Toronto designer Don Watt introduced new wood panelling, big moveable display bins, and huge photos of fresh fruits, vegetables, and meats. The produce section was doubled in size and moved to the front of the store. Sales dramatically increased and more stores were remodelled and rebranded. Meanwhile, a new advertising campaign featured Canadian actor William Shatner of Star Trek fame, who told television audiences to "Come on over to Loblaws" and "More than the price is right ... but by gosh the price is right." In 1974, W. Galen Weston was appointed Chairman and Managing Director of George Weston Limited, and subsequently company President.