Shopper Innovation Awards: Sobeys discovers better food for all

The grocery chain develops a Silver and Bronze-winning app to make the shopping experience easier for consumers.

Silver: Path to Purchase
Bronze: Tech Breakthrough

Consumer research revealed that 76% of shoppers want their families to eat healthier food, but feel it’s too difficult and time consuming to prepare. So when Sobeys partnered with Jamie Oliver in October 2013 to provide healthier food options for Canadians, the retailer also created a personal shopping companion to help them at every stage of the purchase journey.

The “Better Food for All” program was developed in-house, in partnership with The Working Group, and includes responsive web as well as iOS and Android apps, allowing Sobeys to publish content across its digital platforms including web, mobile, e-flyers, e-newsletters and digital signage.

By using the app or going online, shoppers could “discover better food, shop smarter and save time and money” by searching for meals, viewing and adding ingredients and deals to their shopping lists, discovering new foods available in Sobeys’ stores, as well as browse and select personalized offers.

The existing Sobeys loyalty program is also integrated into the “Better Food for All” platform, tailoring offers to past purchase history. The app includes a store locator and features weekly product offers and recipe suggestions.

The program is already showing promising results, with the Sobeys iOS app receiving more than 25,000 downloads since launch late last year (without any promotional push).


Brand: Sobeys
Vice president, marketing: Paul Flinton
Director, digital strategy: Jeff Pontes
Manager, digital marketing: Andrew Lionis
Agency: The Working Group
Director, business development: Rob Domagala
Director, product: Tom Walsham
Technical lead, web: Derek Watson
Technical lead, mobile: Stephan Leroux