Eat Together Presidents Choice

As Canadians prepare to celebrate the country’s 150th anniversary, Loblaw’s iconic private brand President’s Choice is taking a new approach and showing the benefits of a shared meal

In a video launching the “#EatTogether” concept, a woman comes home to her apartment building, silently lamenting how everyone else seems to be buried in their devices. She convinces her roommate to set a table in their hallway, which gradually grows with people and food into a full celebration.

“When we eat together, good things happen. We share a bit of our lives. We talk, we laugh, and we share the foods we love. We get a little closer. That’s why in 2017, for Canada’s 150th birthday, Loblaws and it’s President’s Choice brand are on a mission to get Canadians to eat together. To put down their phones, turn off the TV, and sit down to share a meal. Whether it’s poutine, pad thai, paella or perogies. Nothing brings us together like eating together.”

Since its debut on January 1st, the video has been viewed more than 11 million times making it the most-viewed video in Loblaws history.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). 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 newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.