PC Financial needed an uptake in acquisition and to bring the PC MasterCard to front-of-wallet. Born from the insight that people innately love free stuff, my writing partner, Diane Trojan, came up with the line FREE FOOD FAST. It was clear these three words were going to hit home.

For over a year this line was used with great success to support various executions, in store and out of home, to promote the PC Mastercard.

The campaign was ultimately picked up by Loblaws when they acquired the Shoppers DrugMart chain and the Optimum program. Years later, it is an insight that still holds true for the PC Mastercard.

My involvement:

• Campaign concept
• Design & layout
• Conducted photoshoot