The President’s Choice (PC) brand is perhaps one of the most successful and iconic private label brands that exists in the Canadian market today. Having transcended grocery and household aisles, PC now offers banking, insurance, mobile devices & services, and is even the basis of a new reality TV show: Recipe to Riches.
As Traffic Manager for Loblaw Companies’ design department, I solely managed the packaging development process of the company’s private label brands (approx 1500 skus yearly) and had firsthand experience working on some very high-profile product launches in the PC brand’s history and evolution. Perhaps the most notable, was in 2005 when we launched PC Blue Menu – a new line of healthy and convenient food items which replaced the PC Too Good To Be True brand.
- PC Blue Menu launches in 2005 to rave reviews!
- Monitored the development progress of all Blue Menu products and published regular status reports to all stakeholders ensuring awareness of actual project status and critical cut-off dates
- Managed an award-winning group of designers/production artists, copy writers and graphics team to ensure all packaging elements were on track and completed in time for the big launch
- More than 80 new Blue Menu products launched simultaneously, enabling the company’s first comprehensive ‘Healthy Insider’s Report’ campaign