PC Black Label Lifestyle Rebrand

Challenge

Canadians want to eat healthily; 50% actively try to maintain a healthy diet, but their intention doesn't translate to action. 78% of Canadians don't eat the recommended servings of fruits and vegetables, with young adults leading the gap at 82%. The real problem isn't desire; it's that Loblaws' current product portfolio doesn't address the three core barriers preventing healthy choices. This creates an environment where young urbanite professionals who want elevated, luxury eating experiences have nowhere to turn within the Loblaws ecosystem.

Solution

I pitched a rebrand of PC Black Label, repositioning it from a functional health product to a lifestyle product for 25-35 year old urban professionals with disposable income. The concept: "Luxury eating made simple." PC Black Label would focus on four pillars; Tasty (differentiated from standard frozen foods), Fancy (premium ingredients and bold flavors), Easy (under 25-minute prep), and Quality (responsibly sourced). This directly addresses the market gap: competitors like 365 by Whole Foods and Farm Boy dominate the elevated lifestyle category, leaving Loblaws vulnerable. PC Black Label fills that space by combining health benefits with the experience-first mentality that resonates with this demographic.

Vision

If implemented, PC Black Label Lifestyle captures a gap Loblaws hasn't filled: premium products that actually taste good and don't feel like a sacrifice. It turns eating healthy from a chore into something people genuinely want to do.