The Morning Show has announced President’s Choice (PC®) as its exclusive beverage sponsor from September to December 2025.
The partnership, facilitated by OpenMind Media, brings together The Morning Show, which airs on Global TV, and President’s Choice, a brand under Loblaw Companies Limited. The collaboration aims to promote PC Coffees and beverages across multiple platforms.
“Corus Entertainment and The Morning Show are thrilled to partner with President’s Choice as our official beverage sponsor,” said Jordan Schwartz, Head of Morning Programming at Corus. “As the #1 choice for morning television in Canada, we know our viewers share our appreciation for the taste, quality, and innovation that Canadians have come to love from PC.”
The campaign will include regular features, custom segments and a new “Beverage Cam” — a weekly feature filmed in the show’s Green Room, which has recently been renovated with joint branding from PC and The Morning Show. The segment will highlight upcoming guests in what the show describes as a dynamic and engaging format.
“We are excited to partner with The Morning Show, a program that, much like a great cup of PC coffee, brightens and enriches the start of many Canadians’ day,” said Lindsay Cook, Vice President, Control Brand, Loyalty & Joe Fresh Marketing, Loblaw Companies Limited. “At President’s Choice, we’re always looking for meaningful and authentic ways to connect with Canadians and our partnership with The Morning Show truly embodies that. This collaboration provides an incredible platform to highlight why PC coffee offers gourmet coffee, at the exceptional value our customers expect, while being roasted in Canada.”
The initiative is also supported by WPP Media.
“To make a meaningful connection with the audience, we focused on creating emotionally engaging content and running it across linear, digital and social platforms,” said Athena Best, Associate Director at WPP Media. “Instead of a single launch, we wanted to have sustained storytelling to spark conversations and ensure what we produced resonated authentically with Canadians.”
Hosts Carolyn MacKenzie, Jeff McArthur and Morgan Hoffman will showcase the partnership weekday mornings on The Morning Show, airing on Global TV from 9–10 a.m. ET/PT and 10–11 a.m. AT.
Schwartz said the show features the top news stories of the day, lifestyle segments and big-name celebrity guests along with entertainment news from Hoffman.
“Since its inception in 2011, The Morning Show has grown significantly, reaching audiences of nearly 1.2 million every week coast to coast, and seeing an impressive 17% audience increase year-over-year. In the key A18+ demographic, The Morning Show holds the top spot as the #1 Canadian News/Lifestyle Morning Show nationally. It delivers nearly double the audience of CTV’s Your Morning, and more than twice the viewers of Citytv’s Breakfast Television. It also consistently outperforms daytime favourites like The Social and The Good Stuff with Mary Berg,” he said.
“Just this past year, Carolyn Mackenzie, Jeff McArthur, and Morgan Hoffman were nominated for a Canadian Screen Award (CSA) for Best Host, Talk Show or Entertainment News Program.
“What started as a local morning news program has evolved into a national morning show with consistent growth in viewership, audiences and reach. With a perfect blend of news of the day, the biggest names in entertainment and Canada’s best lifestyle experts, Canadians continue to choose us as their first choice for news and lifestyle content when they wake up, and that speaks to just how impactful of a program it is.”
The Morning Show’s partnership with President’s Choice is an opportunity for it to unite Canada’s #1 morning news and lifestyle program with a brand that Canadians know and love, explained Schwartz.
“Through the What’s Brewing segment each week, we blend PC’s signature coffee brands with uplifting news stories of the day, creating a consistent presence and natural connection between storytelling and their product,” he said.
“In addition, PC will leverage custom integrated segments from our show in November and December to highlight key items from the PC Insider’s Report Holiday Edition. Beyond broadcast, the partnership extends into The Morning Show’s greenroom, where we’ve created a custom-branded PC Coffee Corner. This includes product displays, take-home offerings for guests, and fresh PC coffee.“The coffee and Consumer Packaged Goods (CPG) categories are extremely competitive right now, and by partnering with The Morning Show – #1 news and lifestyle morning program in Canada – PC is able to maintain a strong, daily presence that keeps their brand top of mind. By combining uplifting stories and a high-traffic environment, we are able to reinforce brand familiarity, ultimately driving brand lift at a time when differentiation in the category is more critical than ever.”
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