Description
PC Health™, the President’s Choice® business that empowers Canadians to take control of their health journey, is encouraging Canadians to do one of the most important things for their health: Ask questions.
More Canadians than ever (88% in the past year) are searching online for health information and coming up short, whether through too much information to sort through or uncertainty over accuracy. PC Health™ has launched a national 360 campaign to introduce their new AI-powered health assistant, PC Chat, built to give users more health information—private, personalized, and backed by Canadian health guidelines—and help them navigate moments of uncertainty with greater confidence. The chat was built with the best health practitioners in Canada, from domain experts to pharmacists to clinicians. Canadians can also rest assured that all health chat conversations are stored in Canada and are protected under Canadian privacy laws.
The new campaign, Ask Away, shines a spotlight on health questions that Canadians have day to day. Developed by creative agency Zulu Alpha Kilo (Z.A.K.) with media support by Loblaw Media and PR efforts by Veritas Communications, the work shows how PC Chat is a simple solution to find answers.
"President's Choice® has always led with the purpose to help Canadians live life well,” said Lindsay Cook, Vice President, Control Brand, Loyalty and Joe Fresh Marketing. “As a brand known for our innovation, Ask Away showcases how PC Chat brings a new capability to Canadians in one of the areas of life most important to them.”
"We’ve all had our share of health questions that we’ve spent more time than we’d care to admit searching,” said Jenny Glover, Chief Creative Officer at Zulu Alpha Kilo. “We wanted to hone in on the fact that these questions can happen anytime and anywhere by having PC Health™ show up anywhere and everywhere with answers.”
Ask Away is the largest campaign in PC’s digital property history. During the eight-week campaign period, President’s Choice® will continue to encourage PC Chat curiosity in unexpected ways across OOH takeovers, online video, and attention-grabbing stunts, including a drone show in downtown Toronto, a first-of-its-kind Metro Tunnel Sign in Vancouver and notable placements in Union Station, Bay Concourse and Sankofa Square. Additionally, Ask Away represents an integrated effort with Shoppers Drug Mart, which will help users book pharmacist appointments through the chat.
This professional campaign titled 'Ask Away' was published in Canada in September, 2026. It was created for the brands: PC Health and President's Choice, by ad agency: Zulu Alpha Kilo. This Film, Integrated, and OOH Outdoor media campaign is related to the Health industry and contains 4 media assets. It was submitted 16 minutes ago.
Credits
Client: President's Choice, Loblaw Companies Limited
Chief Marketing Officer: Mary MacIsaac
Vice President, Control Brand, Loyalty & Joe Fresh: Lindsay Cook
Senior Director, Masterbrand Strategy & Control Brand Marketing: Dorothy Lee
Sr. Marketing Manager: Mackenzie Stamper
Brand Marketing Specialist: Jessica Cook
Agency: Zulu Alpha Kilo
Chief Creative Officer: Jenny Glover
Chief Design Officer: Stephanie Yung
Group Creative Director/Copywriter: George Ault
Group Creative Director/Art Director: Jacob Gawrysiak
Creative Director/Art Director: Duncan Porter, Michael Siegers
Creative Director/Copywriter: Jane Murray, Jonah Flynn
Copywriter: Trent Jones
Art Director: Graydon Taylor
Design Director: Trong Nguyen, Jeff Watkins
Digital Design Director: Damian Simev
Senior Designer: Jackman Chiu
Senior Motion Designer: Miguel Natividad
Head of Creative Production: Ola Stodulska
Senior Broadcast Producer: Revital Grunberg
Executive Producer: Laura Dubcovsky
Integrated Producer: Ian McCartney
Account Team: Alyssa Guttman, Madison Pineo, Nicole Pagano, Megan Sayers
Creative Workflow Director: Michelle Philpott
Chief Strategy Officer: Maxine Thomas
Group Strategy Director: Sarah Yim
Strategist: Vic Vecchio
Studio Manager: Henry Eugenio
Studio Artist: Sunny Jung
Production Company: Soft Citizen
Director: rubberband.
Stills Photography: rubberband.
Executive Producer: Eva Preger, Link York, Rob Burns
Line Producer: Josh Sondock
DP: Max Pittner
Production Designer: Zosia Mackenzie
Costume Designer: Lola Chatterton
Service Company: Tango Production
Service Producer: Antek Grzymala
Production Manager: Szymon Danilczyk
1st AD: Józek Grzymala
Production Coordinator: Matylda Mazurek, Michał Sergiej
Production Assistant: Ksawery Struss
Editorial: Nimiopere
Editor: Graham Chisholm
Assistant Editor: Lucas Wurstlin
Executive Producer: Jenna Edwards
Color Grading: Color Collective LLC
Colorist: Alex Bickel
Executive Producer: Claudia Guevara
VFX & Finishing: FEATHER
Creative Director: Julian van Mil
VFX Artist: Diego Dutra, Mike Morley, Sergej Liamin
VFX Assistant: Riley Lindsay
Motion Designer: Mélanie Mena-Mena
Executive Producer: Emily Goldberg
Producer: Sofia Spagnuolo
Production Coordinator: Stephen Skublics
Music, Sound Design & Mix: ballad.co
Sound Designer & Final Mix: Adrian Aurelius, Philip Flindt
Music Supervisor: Adrian Aurelius, Gregers Maersk Moeller
Executive Producer: Gregers Maersk Moeller
Voice Record: Vapor Music
Voice Director: Brendan Quinn
Producer: Kat Stewart
Engineer: Dave Worthen, Julian Rudd
Retouching: Purple Martin
Media Agency: Loblaw Media
Media Team: Sabrina La Rosa, Keith Bennett, Miranda Nero, Farial Nazim, Kewal Jondhale, Cody Bullis
PR Agency: Veritas
PR Team: Tara Wood, Beth Spurrell, Alyssa Giornofelice, Daniella McCrorie
