President’s Choice Home put a travel twist on its latest media preview, which showcased the Loblaw-owned brand’s spring/summer collection.
For the “Escape With PC” event, which took place Jan. 28, the company’s Toronto office was transformed into a showroom with a resort feel. Four vignettes paired the latest PC products, including patio sets, throw pillows and dishware, with travel destinations including Seville, Spain; Morocco; Santorini, Greece and Honolulu. For example, the Santorini vignette featured PC Home’s new blue Mediterranean-inspired line of melamine dishware.
The event, which was produced by Rock-it Promotions and the Loblaw visual team, targeted media outlets, bloggers and influencers in the home décor space, as well as mom bloggers.
“We wanted to create an event where they could immerse themselves in the collection,” said Kristen Chong, marketing specialist at Loblaw. “We wanted to create an experience for them, so they almost felt like they were at a resort but could look at the items at the same time.”
And because PC Home products are sold in grocery stores, the brand also wanted to show how its items can be used in everyday life and provide some inspiration to attendees.
“Part of the reason we like to showcase our items in this environment is because not a lot of people discover us when they go into a Real Canadian Superstore or a Loblaws,” said Chong. “We think of ourselves as Canada’s best-kept secret, and it allows us to showcase what we have to offer and bring products to life and to the attention of the [media].”
The spring/summer collection will also include in-store signage, flyer marketing and print look books, as well as ongoing PR initiatives throughout the season.
