The President’s Choice 2024 PC Holiday Insiders Report is appealing to millennials and Gen Zs who want to entertain, explore foods from around the world and save during the holidays. The report reflects the diversity of Canadian households and offers more than 100 new products, according to PC. Also new this year is that PC partnered with Canadian artists to produce the report.

Mary MacIsaac, SVP marketing and Loblaw Brands at LCL, tells strategy that research has shown Canadians are looking for more value from their holiday purchases this year. “What’s more, we’re seeing Canadians, especially the younger generations, taking a renewed interest in cooking from scratch,” she says. “But they are looking for more approachable ways to recreate their holiday favourites. Our entire team, including the PC Test Kitchen Chefs, have worked hard over the past year to bring Canadians accessible, easy to follow recipes and ideas.”

Some of those world flavours in this year’s report include Indian Poppadom Chips, Spanish Basque Cheesecake Spain and Thai Khao Soi soup. “We also see Insiders as an opportunity for us to boldly own innovation to drive stronger connection with our audiences,” MacIsaac says. “With Gen Z and millennials raised in an era of innovation, and being the most diverse generation ever, they’re innate explorers of new foods and we wanted to bring to life a program that reflect this… That’s why we are introducing this group to the PC Insiders Report via their preferred social channels with first-to-market integrations with TikTok, Pinterest and Meta.”

The 2024 edition of the report, which has been in production for more than 40 years, is PC’s “most diverse and extensive report yet,” MacIsaac adds. PC worked with Zulu Alpha Kilo and its internal Loblaw Agency team to create the content, as well as a supporting 30-second spot.