Jamie 1

Sobeys contest will put winner in the kitchen with Jamie Oliver

#BetterFoodForAll challenge asks for pics of summer sides

Fancy a cooking lesson with Jamie Oliver? Sobeys has launched a contest inviting Canadians to share a picture of their favourite summer side dish for a chance to attend a cooking class with the British celebrity chef.

Until Aug. 14, Canadians who post a photo and a brief description of what makes their summer side better, along with the hashtag #BetterFoodForAll on Twitter or Instagram, will be entered into the contest. One person will win a trip for two to Toronto to attend the class in October. The winner will be chosen at random.

Betterfoodforall.com features a video in which Oliver shares recipe ideas for easy vegetable side dishes, a photo stream of entries from coast to coast, contest rules and a meal plan for a grill-filled weekend.

“We recognize that meat is certainly the centerpiece, but creating a better meal often means including fantastic, fresh local produce,” said Gillian Kerr, vice-president of brand marketing at Sobeys. As for the contest, Kerr said, “People love sharing recipe ideas, they’re always searching for new ones and they like to be recognized for what they do.”

Sobeys announced a partnership with Oliver last August as part of its mission to better reflect Canadians’ interest in healthy eating. 

“Engaging Canadians about how they would make better food choices puts the power back in their hands and makes it a two-way conversation,” said Kerr. “Using [Oliver] is a great way to get them excited and he’s such a passionate spokesperson about better food.”

Brands Articles

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices