2017 Strategy Awards: PC connects consumers over food

The "Eat Together" movement highlighted the personal connections that can be made over food.

EatTogether

Bronze: Evolution Strategy: Keeping it Fresh

Leading up to Canada Day, President’s Choice planned to launch a collection of products with quintessential Canadian flavours to help people celebrate the occasion. PC wanted to celebrate the power of food and its ability to unite people.

The world is divided and individuals aren’t connecting with each other anymore. In fact, 30% of people don’t even know their neighbours. PC had an opportunity to communicate a belief that food is a catalyst for connection, and encourage people to come together.

The brand’s “Eat Together” movement encouraged Canadians to do just that. It began with a short film highlighting the real connections that can be forged when people put down their phones, forget their differences and come together over food.

The spot showed two women setting up a dining room table in the middle of their apartment hallway, with the hope that their neighbours would eventually notice and join them for a meal (which they did).

In addition to the film, there were also in-store “Eat Togethers,” a national online contest and social challenges that culminated on Canada’s 150th birthday in Ottawa on July 1.

To date, the film has been viewed more than 62 million times. On launch day alone, the “Eat Together” film reached 70% of Canadian social media users and Facebook reported that the film (over a 24 hour period) was the most shared piece of promoted content in its history.

One month later, PC released the spot’s “What The World Needs Now Is Love” cover song (sung by Walk Off The Earth’s Sarah Blackwood) on iTunes, with proceeds going toward PC Children’s Charity.

Credits
Brand | President’s Choice
Agency | John St.
Planning director | Megan Towers
Strategic planner | Colin Carroll