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, the PC brand also extends to mobile devices, car and home insurance, banking and travel services.
The responsibility of Traffic Manager for the Loblaw Design Department, meant solely managing the packaging development process of the company’s private label brands (approx 1500 SKUs yearly); as well as working closely with multi-disciplinary functions in order to execute some very high-profile product launches in the PC brand’s history.
Perhaps the most notable, was in 2005 when the company 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 launched 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 up-to-date status and critical deadlines
- 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