In 1983, the President's Choice Insider's Report revolutionized food discovery by putting products from around the world in Canadians' hands. But while the world of food evolved, the Insider's Report stayed the same, and 20 years later, it was still only a flyer. To evolve the Insider's Report for today's consumer, the PC Insiders Collection was created, featuring expertly curated food and ideas for the holidays.

To bring the collection to life, the brand and agency Mosaic opened the PC Insiders Collection Boutique, a pop-up environment that became the anchor for the entire campaign.

The boutique was designed for guests to enjoy a 30-minute guided culinary tour that introduced all of the Must Try products across the PC Insiders Collection occasions – Brunch, Mingle, Dine and Gift.

Doors opened on Friday, November 12th, 2015 for an exclusive launch event, and remained open until Saturday, December 19th, 2015 for visitors to eat their way through the collection and find inspiration for using the products at home.

Each occasion room had a unique theme that was matched to the PC Insiders Collection occasions and included an original display that would put the food first. More than 113,000 samples were prepared and plated in a chef-quality kitchen led by Executive Chef Tom Fillipou (of the President's Choice Cooking Schools for Loblaw Companies Limited) and his team of 12 President's Choice Cooking School chefs.

The Brunch room was inspired by a bright, Scandinavian toy room and featured two PC Insiders Collection, fully operating trains – one, a throwback to the original PC Insider's Express train (Christmas 1992 to celebrate the 10th anniversary of the Insider's Report and the line of products) with train cars branded to feature the Must-Try items. The second train was a playful mechanic to introduce and serve 3 Must-Try items of the collection.

The train serving samples would appear through a mountain tunnel and wind around a toy-block castle, stopping for service and photos before disappearing beyond a castle tunnel for the next course.

The Mingle room, next on the tour, was designed as a whimsical starry, winter night. Lights twinkled behind snow-capped trees while fog and sounds of the outdoors filled the room around three illuminated trees that presented the President's Choice plates to be enjoyed.

In Dine, guests stepped into a room inspired by classic storybooks but designed with a modern twist for a dramatic plated dinner hosted by a President's Choice chef. Words of classic holiday tales jumped from the black and white "paper" walls and handcrafted paper décor added the finishing touches.

The last occasion room, Gift, invited guests into a bright, cheery room built from wrapped gift boxes stacked one upon the other. Guests could lift a box from the room to take home a President's Choice treat, complete with a holiday gift tag from President's Choice.

Rounding off the experience, the boutique also included an open kitchen, a family room and an outdoor bon-fire. The open kitchen was a place where guests could browse packaged Must Try products on a decorated pantry display, and explore content on PC.ca using two touch-screen displays.

The family room and outdoor bonfire areas were decorated with items from the PC Home Collection, and offered inviting places for guests at our must-attend events to dwell. At the same time, the boutique was part working studio for filming teaser videos, product features to showcase the collection in digital channels, in addition to daily content for major TV networks (ET Canada and Food Network), sharing recipes, decorating and entertaining tips to Canadians nationally. Also part event space for events that were hosted by top chefs, celebrities, food critics and bloggers.

Every element drove to PC.ca where consumers could curate their own holiday collection. Subtle branding and the campaign hashtag, #PCInsidersCollection, was featured to ensure the brand was captured in every piece of shared content.

In the end there were 8,141 boutique visits, 113, 974 plated President's Choice samples, a 154% increase in time spent on PC.ca, 3,240 pieces of consumer generated content and 663,117,924 social impressions.