Turning food trends into grocery orders

CREATIVE STRATEGY

 

SOBEYS is widely known as ‘Canada’s family grocery store’, positioned to embrace the messy moments that come with food and family. It also offers a lesser-known app-based grocery delivery service (similar to an UberEats for groceries) called Viola.

 

THE PROBLEM

More established competitors have classic purchase moments surrounded

UberEats for groceries or DoorDash hold strong share of voice in the classic moments of purchase. Voilà is only available in select urban areas. With a ‘fresh or it’s free’ guarantee and strong Net Promoter Scores, we found that people who tried the service tended to love it -- so we just needed more people to try it.

 

THE INSIGHT

Viral recipes spark spontaneous family food moments

When a recipe goes viral on TikTok, ingredients sell out quickly in stores. Whether it’s #WhippedCoffee, #CloudBread, or #FetaPasta, this phenomenon has caused grocery retailers to sell out of key ingredients and has more than doubled Instacart orders.

 

THE CREATIVE STRATEGY

Make viral recipes order-able

To do this, we turned to TikTok.

 
 

The campaign has been featured by TikTok as a success story in leveraging their platform & partnerships to drive sales.

 
 

Accolades

Cannes Lions

  • Silver Lion in Social & Influencer: Social Insights & Engagement

Effie Awards

  • Gold in Retail

  • Silver in Media Innovation

  • Bronze in Data-Driven

Clio Awards

  • Gold in Creative Commerce: Acquisition & Retention

  • Silver in Creative Commerce: E-commerce

  • Silver in Creative Commerce: Social Media

  • Bronze in Media: Social Media

Strategy Shopper Innovation Awards (SIA)

  • Gold in Launch

  • Gold in Path to Purchase

  • Silver in Retailer

Strategy Awards

  • Gold in Data Strategy

  • Bronze in Connection Strategy

  • Bronze in Niche Strategy

One Show

  • Bronze in Social Media: Commerce