President’s Choice Wants Us To Crave More

For 30 years, we Canadians have been heading to the grocery store to fill our carts with President’s Choice products. We know PC products and, over the course of those 30 years, we have come to trust the brand and what it stands for.

The Insider’s Report showed us that the folks at PC really cared about us as a community and wanted to help us discover and celebrate food. Their PC G.R.E.E.N line was Canada’s first eco label; PC Organics brings Canadians the widest selection of organic products; PC Blue Menu keeps food tasting great, while still being health; and the PC Free From meats are free of antibiotics and hormones.

The new era of PC continues to make good on these promises: bold commitments to sustainable seafood, animal welfare, sodium reduction and the elimination of artificial colours and flavours from all President’s Choice products.

Let me just say that one more time in case it didn’t fully sink in: President’s Choice has removed ALL artificial flavours and colours from ALL of their products.

The brand is encouraging customers to expect more from their food, as Canadians are caring and conversing more about the value, quality, taste, sources, ingredients and excitement of what they eat.

“In an age when curiosity and scrutiny surround the purchase and enjoyment of food, President’s Choice® will remain Canada’s most thoughtful and engaged food brand,” said Galen G. Weston, Executive Chairman and President, Loblaw Companies Limited.

The new ads are mouth-watering and the redesigned website aims to amplify the Canadian food conversation by seeking and presenting food-related social media posts, and will host food-related discussions on its newly created online community.

“The modernization of our brand will mean more food innovation, greater consciousness around product sourcing and ingredients, and a heartier dialogue with Canadians who share our excitement and curiosity,” said Weston.

Check out the first 60-second ad spot below and try to tell me you don’t want to head to your nearest Loblaws and try out a new recipe tonight!