Presidents Choice “What if?”

Canadian retailer Loblaw continues to support its ground-breaking private brand Presidents Choice (PC) with a full complement of marketing tactics. This commercial presents what’s happening in the PC kitchen.

“In the PC kitchen, we’re always asking, “What if?” Like, what if dessert didn’t need a fork? Introducing the easy-to-serve PC Chocolate Pecan Pie Bar. Discover more of this holiday season’s Must Trys from the PC Insiders Collection.”



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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.