pc children

President’s Choice shows kids’ ‘Real Mornings’ in charity video

Charity has great effect on the PC brand

To celebrate the 25th anniversary of its children’s charity, Loblaw has made a video showcasing the lives of the children its donations have helped.

“Real Mornings” features three children and two schools the grocer’s President’s Choice Children’s Charity (PCCC) has given money to. One of the kids, Zach, is a triplet with cerebral palsy. The video shows his morning routine – getting out of bed, washing his hands and having breakfast with his family.

Made by Storymasters Communications, the video also showcases the struggles Zach and the other children in the video go through, from using a stair lift to loading a wheelchair into a vehicle.

Peggy Hornell, executive director of PCCC, told Marketing the charity chose to focus on morning routines because it’s a situation many consumers can relate to.

“Every family starts the morning off the same, the challenges that face the family may be more or less depending on their situation,” Hornell said, “We felt that was a great place to show what it’s like for the kids who need the breakfast in the morning at school or need an extra bit of help to get off to school.”

Founded in 1989, PCCC offers grants to families with children like Zach who have either physical or developmental disabilities. The charity also provides grants to nutritional programs at schools across Canada, including the St. Mary Catholic School in Toronto and the Niji Mahkwa School in Winnipeg, both of which are featured in the video.

According to Hornell, it has donated more than $100 million to date.

Over 25 years, Hornell said it has also had significant impact on perception of the PC brand and Loblaw overall. When Loblaw last surveyed its customers, Hornell said 70% were aware that the store they shopped at supports the PCCC.

“In terms of the PC brand, I think the PC charity gives it another dimension,” Hornell said. “It’s the positive, more social attribute to the brand – and I think that’s what makes it a great brand.”

According to Loblaw, PCCC has granted over $100 million since 1989, helping more than 1.8 million children through either individual grants or nutritional programs.

The charity raises funds through golf and bowling tournaments, customer and franchisee donations and financial donations from Loblaw. According to Hornell, Loblaw also covers all of the charity’s administrative costs, allowing it to say 100% of funds raised go to donations.

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