Loblaw launches PC House in Toronto and Vancouver, blending football culture, food and interactive retail experiences for fans.
President’s Choice has launched PC House, Soccer’s Ultimate Party, as part of its PC Summer Insiders Report campaign. The experience is designed to create an immersive destination for soccer fans in Toronto and Vancouver by combining food experiences, entertainment, retail engagement, and interactive brand activations in a match-day environment.
According to the company, the initiative reflects growing consumer demand for experiential retail and community-driven entertainment experiences that extend beyond traditional product marketing. The activation also supports broader efforts to connect consumers with the President’s Choice ecosystem through food discovery, loyalty engagement, and digital interactions.
“We know that in great cities like Toronto and Vancouver, soccer fans are always looking for the best place to truly soak in the match-day excitement, but often struggle to find a worthy spot. PC House is the answer, a thrilling experience that brings together the energy of the sport with the incredible quality and innovation of the PC Summer Insiders Report. We’ve created a one-of-a-kind place to connect, compete, indulge, and celebrate every goal, all while discovering the best of what PC has to offer at Soccer’s Ultimate Party,” said Mary MacIsaac, EVP, Chief Marketing Officer, Loblaw Companies Limited.
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Building an Immersive Match-Day Experience
The PC House experience includes multiple themed zones designed to encourage participation, product discovery, and customer engagement throughout the event.
The experience includes:
- PC Optimum Reception with branded merchandise and welcome experiences
- The Stadium viewing area was developed in partnership with TSN
- PC Insiders Report Kitchen featuring chef-led demonstrations and match-day meals
- Interactive Game Zone experiences
- The Pantry immersive product discovery installation
- Joe Fresh Gear Shop with merchandise and customised apparel experiences
- PC Express ordering and seat delivery capabilities
The company said the experience combines culinary engagement, entertainment, and retail interaction to strengthen brand participation during high-profile sporting moments.
Expanding Experiential Retail Engagement
PC House builds on previous experiential campaigns from the PC Insiders Report, including the brand’s earlier “Bookable Backyards” and holiday-focused “Kitchen Drops” initiatives. The latest activation expands the company’s strategy of using immersive experiences to deepen customer engagement across multiple consumer touchpoints.
The initiative also reflects how retailers are increasingly integrating entertainment, digital ordering, loyalty programs, and experiential marketing into unified customer engagement strategies designed to strengthen brand loyalty and drive participation across physical and digital channels.
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