President’s Choice is introducing Bookable Backyards this summer, a new initiative the brand says is designed to meet the growing need for flexible, experiential spaces among urban Gen Z and millennials.

From June 21 to July 6, businesses and individuals in Toronto and Vancouver can reserve backyard spaces – outfitted with tables, chairs, umbrellas and entertainment – for four-hour periods. The spaces will also feature food options showcased in PC’s Summer Insiders Report, the company’s annual summer round-up of products and recipes.

To promote the initiative, PC is taking a multi-channel approach, combining paid media across digital and TV, with targeted media relations and strategic influencer partnerships in key markets. Veritas Communications handles earned media and influencer strategy, while Loblaw Agency and Loblaw Social Centre of Excellence oversee paid and owned media efforts. Zulu Alpha Kilo leads creative development.

Lindsay Cook, VP of control brands, social media and loyalty marketing at Loblaw Companies, tells Media in Canada that the activation builds on PC’s Possible Lives Here brand platform, which launched last fall to showcase how the company’s diverse offerings “elevate everyday Canadian lives.” This year, the team wanted to amplify that message with Bookable Backyards, where the brand for the first time takes its PC Summer Insiders Report off the page and brings it alive through product-centric experiences. 

Cook says PC is reaching beyond its core customer base of Baby Boomers and Gen X by targeting Gen Z and millennials “where they are.”

According to Cook, millennials and Gen Z are seeking outdoor experiences that align with their evolving approach to food, characterized by spontaneous, snack-forward moments. Also, recognizing that many urban dwellers lack private outdoor spaces, PC wanted to reimagine the Summer Insiders Report to give them a backyard where they can enjoy summer dining. 

“We’re seeing a cultural shift in how this generation approaches food,” she says. “Dining is happening on couches, in parks and on patios, reflecting a more fluid, mobile lifestyle, and that’s exactly where the PC Summer Insiders Report steps in, with new food innovations and inspiration designed for this evolving lifestyle.”

By aligning media and influencer strategies, PC aims to drive site visits, conversions, and ultimately make the brand more visible and relevant in a way that feels genuine and hyper-local. “The goal isn’t just to raise awareness, but to be where our audience is, with the voices they trust,” Cook concludes.