President's Choice begins Possible Lives Here campaign
By Rob Bale
Grocery store chain President’s Choice has begun a new marketing campaign called “Possible Lives Here.” The national campaign seeks to illustrate how various President’s Choice services can reduce a consumer’s “daily grind.” It highlights services including PC Express, PC Food, PC Financial, PC Optimum and PC Health. It includes three 30-second television commercials, digital advertising, social media content and influencer relations. The creative introduces a new visual style for the brand, as well as a collection of spokescharacters called The PC Crew. The campaign was developed by Zulu Alpha Kilo, with media work by Loblaw Media. Veritas Communications is handling public 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, senior vice-president of marketing at parent company Loblaw Companies. “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.”