Why does it make sense for PC to advertise with long, emotional messages to encourage people to #EatTogether?

#EatTogether for Wellness On January 1, 2017, the NHL celebrated its 100th anni- versary with the Centennial Classic hockey game often eat lunch alone, which lent support for this between the Toronto Maple Leafs and the Detroit Red second film, Live and online activities vities supported the Wings. Canadians celebrated 150 years since Con- video and an event entitled ational Eat Together ntitled Nation federation with Canada 150. Canada's leading food scurred in June. Eight Canadian filmmakers brand, President's Choice, celebrated with a mean- created their own videos, shown in social media ingful initiative by communicating how food brings leading up to the big event, that told their story of together people such as family, friends, co-workers, #EatTogether. and neighbours. To continue the #EatTogether momentum, the During the hockey game, a 150-second ad by Presi- third video told the story of all humans who dream to dent's Choice told the story of two women who set up live the life they desire. In this case, the visuals of the a pot-luck dinner table in the hallway of their apart- 90-second story showed adventurous and pleasurable ment building. The two hosts invited their neighbours, life experiences. But instead of a catchy song, viewers who joined with their own food until the hallway was heard the voice of philosopher Alan Watts reciting filled with a dozen people. Set to the song "What the part of his "Dreams of Life" speech, along with mov- World Needs Now Is Love," the non-speaking visual ing background music. His conclusion coincided with video ad ended with a short written copy ("Nothing visuals of a family eating together, as Watts stated brings us together like eating together") and then that we dream to be where we are right now. Once the brand logo "PC" and slogan "Crave More" and again, the ad ended with a similar closing. Presi- dent's Choice launched the ad in cinemas, on social the Canada 150 logo. The impetus for the message of media, and on TV during the World Juniors in time this first film revolved around the company's initial for people to adopt #EatTogether in their New Year's research indicating that 38 percent of Canadians resolutions. eat dinner together four to six times a week. The Collectively, the three ads represent an example extended emotional story kicked off a movement that of a trend in advertising where storytelling illustrates included in-store eat-together events, a contest, social consumer behaviour, reflects humanity in a creative challenges, and a release of the ad's song during the and visual manner, and shows a brand's commitment Grammy Awards. to consumers. All three films garnered critical acclaim A revival of #EatTogether occurred with a video and boosted the President's Choice image through message shown in Cineplex theatres and then 116 million viewings of the films, 18 million people shown on TV during the World Juniors hockey discussing #EatTogether, 450,000 Canadians taking tournament. The 90-second story focused on the the pledge, and 92 percent having a positive atti- treasured moments a woman experiences when tude toward eating together. In conclusion, Presi- eating with family and friends throughout her life dent's Choice's films supporting media, events, and from infancy to adulthood. The story wrapped up activities contributed significantly by encouraging with the young woman eating at her desk by herself, people to #EatTogether; certainly this is a very posi- as does everyone else in the office. Set to the song tive step for society, and the brand contributed to it "I Got You Babe," this visual video also ended with significantly. a short written copy ("We grow up eating together. Why do we stop? This year, let's #EatTogether") Question: and then the brand logo "PC" and slogan "Crave More" closed the ad. Company research conducted 1. Why does it make sense for PC to advertise with after the first film showed that eating in solitude long, emotional messages to encourage people to leads to unhappiness, and that two-thirds of people #EatTogether? Chapter 7 Creative Strategy Decision