Not everyone in Toronto or Vancouver gets to enjoy the quintessential Canadian summer — backyard barbecues, sunny hangouts with friends, or simply a patch of grass to relax on. For the millions living in high-rise condos and rental units with no outdoor space, summer pleasures often come secondhand. And now, even borrowing a backyard is being marketed as a luxury experience.
This summer, President’s Choice, in partnership with backyard-rental platform Swimply, launched Bookable Backyards — a campaign offering free, four-hour slots in furnished suburban backyards for groups of six. The idea is positioned as a feel-good solution: bring people together, share PC-branded snacks, and enjoy a bit of “Possible Lives Here” magic. The catch? This “solution” only underscores the inequity faced by urban residents who lack access to public or private green space.
While the brand’s intentions are noble — and the campaign cleverly timed to coincide with peak BBQ season — it raises a deeper question: Why do so many Canadians need to book a stranger’s backyard just to enjoy summer?
Bookable Backyards: A welcome Band-Aid on a bigger problem
Housing affordability in cities like Toronto and Vancouver has forced more Canadians into vertical living, where private yards are a fantasy and community green spaces are overcrowded, underfunded, or completely absent. Public park access varies widely by neighbourhood, and lower-income residents are the ones most often left behind.
PC’s campaign is, at its heart, an attempt to address this and it does so in an inclusive, friendly way — offering free bookings and pairing the experience with its summer food lineup. But it also plays into the growing trend of monetizing access to once-common experiences, from pool use to backyard birthday parties.
Corporate campaigns filling a public gap
President’s Choice is not the first company to step in with creative solutions for urban living challenges. Similar initiatives across Canada have included branded pop-up parks, outdoor movie nights, and mobile community markets — often designed to promote seasonal products while supporting local engagement.
Bookable Backyards follows this model. The campaign blends marketing with community-building by offering free access to a private outdoor setting, paired with products from the PC Summer Insiders Report. It’s a strategy that aligns well with both Swimply’s mission — democratizing access to outdoor spaces — and PC’s brand promise to make everyday experiences more accessible.
While this approach does bring immediate benefits to participants, it also highlights a broader issue: not everyone in major cities has regular access to green space. With urban density increasing and affordability challenges pushing many into smaller homes without yards, such campaigns tap into a real need — and in doing so, offer a glimpse into the evolving role of private companies in enhancing public life.
Still… who doesn’t want to book a backyard BBQ? Here’s how
Any adult (over the age of 18) in the Greater Toronto Area (GTA) and Greater Vancouver Area (GVA) can book a private backyard haven for a 4-hour time slot (between 1:00pm and 5:00pm) across three weekends, from June 21 to July 6, 2025. The booking comes complete with a table, chairs, patio umbrella, entertainment, and of course, a selection of new and delicious PC-brand burgers, dips, chips, desserts, and sparkling beverages from the PC Summer Insiders Report.
Each booking is designed for groups of up to six people, the experience is further enhanced by on-site hosts dedicated to ensuring a perfect Canadian summer gathering.
Bookable Backyard slots are released one week in advance for each weekend on a first-come, first-served basis, so book quickly! Canadians can head to Bookable Backyards to book.
"Bookable Backyards is a chance for condo-dwellers to enjoy the ultimate backyard BBQ experience. For President’s Choice, it’s an opportunity to connect with Canadians in an authentic way," says Brian Murray, chief creative officer at Zulu Alpha Kilo, the creative agency teaming up with PC Brands to launch Bookable Backyards.
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
