President's Choice unveils new campaign 'Possible Lives Here'

Loblaw Cos. Ltd.-owned brand President’s Choice launched its latest campaign this week.

“Possible Lives Here” highlights how the PC family of brands—from PC Express grocery delivery to PC Financial and the PC Optimum loyalty program—help to improve the lives of Canadians.

As part of the national campaign, PC has rolled out a new visual universe rooted in the brand’s signature and flag. It will also introduce new characters, The PC Crew.

It include three 30-second TV spots, supported by five 15-second digital spots.

Each TV spot tells the story of how one President’s Choice product or service can earn its place in people’s homes. 

In addition to TV, the campaign includes digital ads, social media and influencer relations.

“Listening to Canadians, we know that the PC brand offers reassurance,” said Lindsay Cook, VP of marketing, control brand, social media and loyalty marketing at Loblaw, in a release. “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.”