President’s Choice is showcasing all its offerings and the ways they help consumers.

“Possible Lives Here” is a new brand platform which visually showcases PC Express, PC Food, PC Financial, PC Optimum and PC Health. The campaign features protagonists who are variously and surreally assisted as they go about their routines. For example, a commercial kitchen crew cooks up a PC pizza and puts it straight into a family’s oven. In another, a clothing rack transports a new pair of Joe Fresh pants right into the family room.

Mary MacIsaac, SVP marketing and Loblaw Brands, tells strategy that the campaign is a natural extension of PC’s journey, which has consistently evolved with the needs of Canadians across their homes and lives, in this case addressing and reframing “the daily grind.”

The new campaign is informed by feedback from more than 1,500 consumer perspectives and 800 qualitative and quantitative research studies, revealing that Canadians are often overwhelmed by daily stressors and by juggling mundane tasks.

“We learned that Canadians are feeling stretched and are looking for ways to find more value in their lives,” MacIsaac says. “They’re especially looking to grocers to provide more unexpected value, and so, the goal of this campaign is to help Canadians solve these everyday challenges.”

“Possible Lives Here” is the work of agency partner Zulu Alpha Kilo, supported by comms agency Veritas and a buy from Loblaw Media. It lives through three 30-second TV spots, supported by five 15-second digital spots.

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

The campaign is about “being more consistent in our media presence for all our PC offerings,” MacIsaac says.

This week, Loblaw unveiled MoreDays, in mark until Sept. 25, linked to PC Optimum, which promises more redemption opportunities.

PC Optimum App users will receive exclusive offers in-store and online and earn more PC Optimum points across all Shoppers Drug Mart and Loblaw grocery stores and the PC Optimum app will feature exclusive offers on over 2,400 products Canada-wide.

“Canadians today are looking for value, whether that means more savings in-store or earning more back in points when they shop,” she says.