Unlike many brands that live in the land of aspiration, PC focuses on Canadians’ everyday wants and needs: the food we eat, the choices we make regarding our health, and the way we manage our day-to-day finances. Informed by feedback from more than 1,500 consumer perspectives and 800 qualitative and quantitative research studies, it was revealed that Canadians are often overwhelmed by daily stressors and by juggling mundane tasks. We needed to reframe PC from ‘just food’ to a brand ecosystem that elevates and improves everyday moments, highlighting the inventiveness, quality and accessibility that guide all PC products and services. This campaign is the first time Canadians would see the different PC brands united under one platform. With each brand having its own name, unique brand identity, and differentiated products and services, we needed to make it easy for Canadians to connect the pieces together and realize the power that the PC ecosystem can bring to their lives.