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Are you ready for the summer? President’s Choice has something special for Canadians as part of its Bookable Backyards running from June 21 to July 6, giving city dwellers access to backyard spaces in Toronto and Vancouver. Each immersive experience integrates seasonal offerings from the PC Summer Insiders Report, inviting guests to gather, grill and create unforgettable summer moments.
The campaign is the next chapter in PC's "Possible Lives Here" platform, which launched last fall. It showcases how all of PC's offerings—ranging from food to finance and health—enhance everyday life for Canadians. "Bookable Backyards" provides Gen Z and younger millennials with a unique opportunity to create new possibilities for entertaining and social experiences, especially at a time in their lives when they are just starting out and may not yet have the ideal space for hosting.
Bookable Backyards offers a unique way to enhance social gatherings and entertainment, particularly for those who may lack the perfect space for such activities. By incorporating seasonal offerings from the PC Summer Insiders Report, Bookable Backyards encourages guests to come together, grill delicious food, and create unforgettable summer memories. This initiative allows everyone to enjoy essential summer experiences, such as grilling and sharing tasty meals, all while keeping costs manageable.
"With PC® Bookable Backyards, we're making PC's vision 'Possible Lives Here' a reality," says Lindsay Cook, Head of Marketing for PC. "Summer is peak entertaining time in Canada, but not everyone has access to outdoor space to host an epic barbeque. With the help of Swimply, our goal is to remove some barriers and bring those coveted everyday summer experiences – grilling, relaxing outdoors with friends – to more people. We're here to help everyone create their own perfect summer story."
The integrated campaign features paid media across both digital platforms and television. It includes a regionally tailored media relations effort with targeted outreach and localized press releases. Strategic partnerships with influencers in Toronto and Vancouver will enhance awareness and engagement through market-specific content that highlights the on-site experience.
The campaign leveraged a targeted digital media buy across social platforms to drive traffic to the Bookable Backyards landing page. Additionally, Veritas brought its earned media approach to drive more awareness with a regional press release announcing the activation, complemented by regional media outreach to secure localized coverage in Toronto and Vancouver, where the Bookable Backyards are available. The agency also partnered with a select group of lifestyle influencers who are experiencing the backyards firsthand to create and share content through Instagram Reels and Stories, and TikToks.
Who's behind the Bookable Backyards campaign?
- Agencies - Veritas Communications
- Brand - President's Choice (Loblaw)
(click on the link to view the agency's Vendor Directory listing)
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