President’s Choice Encourages Canadians to Embrace a World of "Possible"

President’s Choice® launched its latest creative campaign, “Possible Lives Here™” visually showcasing the world of PC® through the perspective of its consumers, highlighting the different ways PC®’s family of brands work to improve the lives of Canadians. 

For over 40 years Canadians have trusted President’s Choice® to bring unexpected value. It started with a relentless passion for food that anticipated evolving Canadian tastes. The same spirit of inventiveness and quality has been brought into every new category - providing the convenience of flexible grocery shopping through PC Express grocery™ delivery or pickup; an easier way to manage healthcare needs with the PC Health™ App; and helping Canadians stretch their dollar further with banking options that reward them for everyday purchases with PC Financial®. All of the PC® offerings are interconnected with PC Optimum™, an unmatched loyalty program that provides meaningful rewards.

“Possible Lives Here™” is a new story of PC® connected products and services that help lighten the load for Canadians and make the everyday a little less everyday. The new campaign follows a comprehensive 360-degree strategic view to understand Canadians' developing needs. Feedback from over 1,500 consumer perspectives and 800 qualitative and quantitative research studies was clear: Canadians are feeling overwhelmed by the daily grind - the constant juggling act of daily tasks such as commuting, grocery shopping, meal planning, and scheduling appointments.  

“Listening to Canadians, we know that the PC® brand offers reassurance,” said Lindsay Cook, VP marketing - control brand, social media and loyalty marketing at Loblaw Companies Limited. “We have a responsibility to over-deliver. ‘Possible Lives Here™’ unites all of our offerings together for the first time to highlight their common motivation and define what it means for a product or service to be part of the PC® offering; the desire to make the everyday, a little less every day.” 

As part of the national campaign, President's Choice® has introduced a fresh visual universe that highlights the diverse PC® world of brands, rooted in the iconic President’s Choice® signature and flag. As part of this new world, the campaign also introduces The PC® Crew, characters representing the work PC® does behind the scenes to anticipate Canadians needs.  

“Possible Lives Here™” takes on the daily grind through three 30-second TV spots, supported by five 15-second digital spots that inject some unexpected elevation into everyday moments. Each TV spot tells the story of how one President’s Choice® product or service can earn its place in people’s homes, including PC Express™, PC® Food, PC Financial®, PC Optimum™, and PC Health™. In addition to TV, the campaign includes digital ads, social media and influencer relations. 

“As a legacy brand deeply rooted in Canadians' everyday lives, it was crucial for us to connect meaningfully with their realities and understand how we can add value,” said Mary MacIsaac, SVP marketing and Loblaw Brands at Loblaw Companies Limited. “This campaign taps into the heart of our PC® mission - to support and elevate the everyday lives of Canadians in meaningful ways. It’s not about being loud but about championing and supporting Canadians in the moments that matter most to them.” 

The team worked with Zulu Alpha Kilo, on the creation of the campaign and new brand visual, known for their work on platforms and transformations for a number of iconic brands.