John St. Asks the Important Questions in New President's Choice Campaign

Do you ever wonder who ate the first lobster? Or who figured out which mushrooms were edible? John St. has partnered with President's Choice to create a new campaign, which hopes to establish the brand as a lifestyle brand and community for food lovers.

“It’s the questioning of the status quo that leads to the discoveries of foods and different ways of sourcing foods that is really the DNA of President’s Choice,” says Angus Tucker, partner and creative director of John St. “That’s what we were trying to capture, that passion for finding the new and the next.”

The campaign includes includes 30-second TV spots, in-store marketing, an overhaul of PC.ca and an amplified social media presence.