President's Choice activation looks to foster meaningful moments

Continuing its mission to connect family and friends through food, Loblaw's President's Choice brand is placing large "sharing tables" around Montreal to encourage locals to break bread together.

Designed by students at the Université de Montréal's Faculty of Environmental Design, the 24 picnic-style tables seat up to 20 people and will be scattered throughout the city's 19 boroughs and five of its nature parks. The grocer donated $30,000 in grants to the university to reward students and fund their designs.

"This legacy project aims to foster joie de vivre among Montrealers and help them take full advantage of their city and its open spaces... We believe that citizens will use them to get together and share happy moments with friends and family," said Johanne Héroux, senior director, corporate affairs and communication at Loblaw Companies Limited.

The project coincides with Montreal's 375th anniversary and also leverages the brand's #EatTogether mission, which launched earlier this year with a two-and-a-half-minute film.

According to research done by the PC team, only 38% of Canadians eat together four to six times per week. On top of that, 45% of Canadians watch TV while eating, while 15% listen to the radio and 14% use the internet while eating.