pc children

President’s Choice shows kids’ ‘Real Mornings’ in charity video

Charity has great effect on the PC brand

To celebrate the 25th anniversary of its children’s charity, Loblaw has made a video showcasing the lives of the children its donations have helped.

“Real Mornings” features three children and two schools the grocer’s President’s Choice Children’s Charity (PCCC) has given money to. One of the kids, Zach, is a triplet with cerebral palsy. The video shows his morning routine – getting out of bed, washing his hands and having breakfast with his family.

Made by Storymasters Communications, the video also showcases the struggles Zach and the other children in the video go through, from using a stair lift to loading a wheelchair into a vehicle.

Peggy Hornell, executive director of PCCC, told Marketing the charity chose to focus on morning routines because it’s a situation many consumers can relate to.

“Every family starts the morning off the same, the challenges that face the family may be more or less depending on their situation,” Hornell said, “We felt that was a great place to show what it’s like for the kids who need the breakfast in the morning at school or need an extra bit of help to get off to school.”

Founded in 1989, PCCC offers grants to families with children like Zach who have either physical or developmental disabilities. The charity also provides grants to nutritional programs at schools across Canada, including the St. Mary Catholic School in Toronto and the Niji Mahkwa School in Winnipeg, both of which are featured in the video.

According to Hornell, it has donated more than $100 million to date.

Over 25 years, Hornell said it has also had significant impact on perception of the PC brand and Loblaw overall. When Loblaw last surveyed its customers, Hornell said 70% were aware that the store they shopped at supports the PCCC.

“In terms of the PC brand, I think the PC charity gives it another dimension,” Hornell said. “It’s the positive, more social attribute to the brand – and I think that’s what makes it a great brand.”

According to Loblaw, PCCC has granted over $100 million since 1989, helping more than 1.8 million children through either individual grants or nutritional programs.

The charity raises funds through golf and bowling tournaments, customer and franchisee donations and financial donations from Loblaw. According to Hornell, Loblaw also covers all of the charity’s administrative costs, allowing it to say 100% of funds raised go to donations.

Brands Articles

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects