Sobeys: Feed the Dream Olympic Contest

Sobeys is the second-largest food retailer in Canada, with over 1,500 stores operating across the nation under a variety of brands including IGA, Safeway, and Foodland. Spider Marketing and their client, Sobeys, have leveraged their partnership with the 2021 Summer Olympics and participating Olympic partners Coca-Cola, P&G, Mondelez, General Mills, and Compliments to launch Sobeys’ Feed the Dream Olympic Contest, a national retailer exclusive sweepstakes program.

Program Objectives

• Increase brand engagement

• Establish brand loyalty

• Promote product purchasing

• Capture customer data 

Strategy

3 tier logic used PLATFORM³ to create a microsite for the Sobeys’ Feed the Dream Olympic Contest promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics 

When consumers purchase qualifying Coca Cola, P&G, Mondelez, General Mills, and Compliments products from participating Sobeys stores or via Sobeys’ online grocery delivery service, Voilà, they are eligible to enter the sweepstakes to win 1 of 3 grand prizes of groceries for a year valued at $14,000 or 1 of 10 weekly prizes of $1000 in groceries. Through the Purchase Receipt Validation technology on PLATFORM³, consumers can validate their purchase by registering and uploading a picture of their receipt to the microsite. Consumers received an entry for each participating product that was purchased. Once their purchase has been validated, consumers will receive an email confirming their entry into the contest.

PLATFORM³ allows Sobeys to track the progress of their promotion in real-time and gather valuable customer information. The Data Capture & Analytics module provides information on consumers’ activity on the microsite during the promotion and their purchasing activities. Sobeys is able to take advantage of this data to make informed business decisions on future promotions to enhance sales and purchases.