President's Choice

PC Babylicious

Citizen and PC targeted millennial moms with young children who miss their regular social experiences, such as time with friends and meals at their favourite restaurants. PC Babylicious was created to give them the opportunity to enjoy good food alongside friends, while their babies dined on the best baby food on offer.

The campaign partnered with eight Toronto restaurants popular with the target. The restaurants created fixed menus while offering high-chairs and a baby-friendly environment, while PC Organics provided the baby menu. Musician Sarah Blackwood was the program spokesperson, with 15 bloggers acting as brand ambassadors.

PC Organics baby food saw an incremental sales lift in the month following the campaign, which generated 29 million media impressions.