President’s Choice is offering yard space to urbanites as it looks to connect with Gen Z and younger millennials over value and variety.
With support from agency partner Zulu Alpha Kilo, the Loblaw private-label brand has announced “Bookable Backyards,” a free backyard-space initiative complete with seasonal offerings from the PC Summer Insiders Report.
From June 21 to July 6, the event gives guests who don’t have backyards of their own a chance to gather and grill.
“Summer is peak entertaining time in Canada, but not everyone has access to outdoor space,” says Lindsay Cook, Loblaw’s VP of control brand, social media and loyalty marketing. “The PC Summer Insiders Report has such a huge platform and delicious, innovative products; using it as a companion program for ‘Bookable Backyards’ was a no-brainer.”
The initiative is supported by Swimply, an online marketplace for hourly rentals of pools, courts and other homestead amenities.
The campaign is the next chapter in President’s Choice’s award-winning “Possible Lives Here” platform, which launched last fall and focuses on easing stress around hosting and mealtime for Canadians.
“Our approach is grounded in listening to what matters most to Canadians right now: value, quality and supporting local,” Cook says. “The PC Summer Insiders Report celebrates homegrown ingredients and partnerships with Canadian farmers and makers, while introducing globally inspired flavours that keep meals exciting.”
According to Cook, its “Zillennial” target’s relationship to food is evolving and it’s critical time to understand and work with the demographic’s nuances.
“This audience isn’t just redefining what they eat, but how, where, and why they eat,” Cook says. “The intersection of the generations has shown a shift away from traditional three-meal structures and embracing a snacking mindset. Mealtime is more fluid, and so are the spaces where they eat – formal dining rooms are giving way to couches and outdoor spots, reflecting a more casual, on-the-go lifestyle.”
Toronto and Vancouver were selected because, beyond being Canada’s largest and most diverse urban centres, these two geographies have the highest proportion of apartment dwellers in the country.
The integrated campaign includes paid media across digital and TV, a regionally tailored media-relations push featuring targeted outreach and a localized press release.
Strategic influencer partnerships in both Toronto and Vancouver will drive awareness and engagement through market-specific content spotlighting the on-site experience.
Veritas is providing communications support.
