# Foodie-Focused Social Networks Loblaws' President's Choice Discoveries Platform Stuns Food Fans By Jana Pijak | Published 2015-07-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/presidents-choice-discoveries References: [discoveries.presidentschoice](http://discoveries.presidentschoice.ca/) & [marketingmag](http://www.marketingmag.ca/advertising/crave-more-attempts-to-make-pc-a-lifestyle-brand-124926) Canadian grocery retailer [Loblaws](https://www.trendhunter.com/trends/loblaw-and-marvel) impressed millennial consumers with the recent launch of its "Crave More" social media campaign and foodie-focused President's Choice Discoveries platform. In addition to featuring recipes, decor trends and tips for those who love to entertain, the President's Choice Discoveries platform is also a way for Loblaws customers to save money and get access to exclusive deals. This [foodie-focused social network](https://www.trendhunter.com/trends/dineit) is not only a smart marketing move for Loblaws -- whose in-house President's Choice range has been re-branded to appeal to urban foodies -- but is also a way to give the grocer's consumers a feeling of exclusivity. The retailer's "Crave More" campaign connects foodies across Canada and was launched with a [signature loyalty card](https://www.trendhunter.com/trends/tonys-fresh-market). In addition to offering savings and exclusivity, this marketing move transforms PC from an inexpensive grocery staple into a lifestyle brand that appeals to millennials. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 29% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Social Media Marketing:** Using social media platforms to connect with food enthusiasts and create a sense of exclusivity for consumers. - **Lifestyle Branding:** Transforming a grocery retailer into a lifestyle brand that appeals to millennials through curated content and exclusive deals. - **Influencer Marketing:** Leveraging foodie influencers to promote the President's Choice Discoveries platform and drive engagement with millennial consumers. ### Where This Applies - **Retail:** Using food-focused social networks to enhance customer loyalty and drive sales in the grocery industry. - **Food and Beverage:** Creating opportunities for product discovery and promotion through the President's Choice Discoveries platform, targeting food enthusiasts. - **Marketing and Advertising:** Harnessing the power of social media campaigns and influencer marketing to build brand awareness and engagement in the food industry. ## Related on Trend Hunter - [Recipe Sharing Networks](https://www.trendhunter.com/trends/icancookfood.md) - [Connective Foodie Apps](https://www.trendhunter.com/trends/foodie-social.md) - [Online Culinary Marketplaces](https://www.trendhunter.com/trends/online-culinary-marketplace.md) - [Foodie Networking Apps](https://www.trendhunter.com/trends/yourtable.md) - [Digital Recipe Platforms](https://www.trendhunter.com/trends/recipe-hub1.md) - [Recipe Sharing Platforms](https://www.trendhunter.com/trends/shoppable-recipe.md) - [Customer Loyalty-Focused Partnerships](https://www.trendhunter.com/trends/doordash-and-pc-optimum.md) - [Food Sharing Platforms](https://www.trendhunter.com/trends/totallychefs.md) - [Shoppable Recipe Collaborations](https://www.trendhunter.com/trends/aldify.md)