PC Organics brings babies to the table

A new infant-friendly program aims to let parents enjoy trendy dining with their kids in tow.

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Parents have to make a lot of sacrifices, and fancy restaurants can be one of the first things to go.

To promote its PC Organics baby food line and help give parents some balance, President’s Choice has created a new event to bring babies into haute cuisine environments.

The “PC Babylicious” event, launching May 5 and running to May 15, allows parents in the Toronto area to make reservations for prix fixe lunches or dinners at several of the city’s trendy restaurants.

At the same time, their young ones – from six months to three years – will get their own free meal provided by PC Organics (parents can choose products based on their children’s preferences). PC is also prepping the restaurants with high chairs, bathroom change stations and kid-friendly utensils.

Event attendees will get their own gift bag of PC Organics products for kids, along with product coupons.

The idea for the event came from PC’s overall brand essence of providing a great food experience, says Cheryl Grishkewich, VP, control brand marketing at Loblaw Companies. Parents, however, often have to give up their fine dining experiences when they have little ones.

Marketing for PC Organics baby food has been around value, with the brand touting its pricing as the same or less than traditional baby foods. The prix fixe menus and complimentary kids meals during Babylicious are in line with that messaging, Grishkewich says.

PC has been promoting the event with POS materials in-store and with digital banners. Citizen Relations led the Babylicious program, with PC working with its creative AOR John St. and Dentsu on media.

Featured image via Shutterstock