THE CLIENT: President’s Choice Black Label product line introduced a premium assortment of hand-tossed frozen pizzas in August 2023, crafted by Italian Pizzaiolos and stone-baked for an authentic experience at home. With three distinct flavours (Margherita, Diavola, and Funghi), the launch aimed to elevate the frozen food category while delivering exceptional value and convenience. Backed by a national rollout and a focus on quality ingredients, the campaign invited Canadians to skip takeout and enjoy pizzeria quality without pizzeria prices.
THE PROJECT: As part of the PC Black Label Pizza launch, I led design and art direction across three key waves of this campaign. Wave 1 focused on internal and experiential activation, including the design and development of branded signage and sampling displays to promote both PC Black Label and PC Wood Fired Pizza across Loblaw’s three GTA head offices. This included sampling carts, booth wraps, standees, and in-office banners. Marketing collateral was also created to support in-store sampling efforts, ensuring visual consistency across internal touchpoints.
Wave 2 expanded into a broader brand rollout. I art directed a photoshoot for both product lines, with imagery used across in-store signage, email campaigns, social media, internal communications, and launch events. I also developed creative for email badges and digital assets, incorporating various copy lines provided by the content team. A three-tiered visual strategy was applied to the asset development: one using existing PC Black Label photography, another using the newly art directed PC Wood Fired Pizza imagery, and a third combining both products in a new set of visuals. A storyboard was designed and used to guide art direction for a campaign video showcasing key flavour profiles, produced for use across paid and owned media channels. To support consistent rollout across the enterprise, a comprehensive toolkit was built for internal teams to leverage when building flyers and other marketing materials.
In Wave 3, I supported another art director in refreshing and optimizing the campaign’s in-store and owned-channel assets. This included updating the visual system to reflect the recently launched PC Masterbrand campaign, introducing a new tagline, and integrating new photography to ensure the campaign remained fresh, cohesive, and aligned with the evolving brand direction.
| Category | Campaign | Skills | Cross-Functional Collaboration, Campaign Development & Execution, Art Direction (Photoshoots & Video Production)
| Tools Used | Illustrator, InDesign, Photoshop, Figma
| Tools Used | Illustrator, InDesign, Photoshop, Figma
Wave One: Internal and XM Launch
Leveraging net new photography featuring both products, Wave One included internal signage and sampling displays to promote PC Black Label and PC Wood Fired Pizzas across Loblaw’s three GTA head offices. This included branded carts, booth wraps, standees, and in-office banners.
Wave Two: Campaign Rollout
Working with members from the FUZE Reps team at a West Toronto studio, I art directed a photo shoot and subsequent video shoot for PC Wood Fired Pizza. The resulting assets were then leveraged across in-store signage, email, social media, internal communications, and various launch events.
The custom storyboards highlighting PC Wood Fired Pizza flavours were developed and brought to life primarily through the PC Optimum sub-brand, executed in two distinct creative styles and were deployed across both owned and paid media channels.
A secondary storyboard for PC Black Label Pizza leveraged an existing television spot which was adapted for a new audience and refreshed with updated messaging to align with the campaign’s evolving tone.
Wave Three: Refresh and Optimization
Collaborated with another art director on the refresh of in-store and owned-channel assets, aligning with the PC Masterbrand campaign. This included updating the campaign tagline, visual direction, and incorporating new photography to maintain brand cohesion and visual freshness.
