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

Loblaw eyes Target locations as it more than doubles Q4 profit

Grocery and pharmacy chain earns $247 million for the 13-week period ending Jan. 3

New Smarties box encourages consumer to count calories

New packaging allows consumers to parcel out the candies into healthier portions

Buick makes a comeback as it courts younger customers

"That's not a Buick" tagline and campaign is changing the way people view the brand

Taco Bell Canada keeps rewarding the social savvy

Campaign raises awareness of the Doritos Cheesy Gordita Crunch arrival in Canada

Millennial employees aren’t really that different

Despite the stereotype, this cohort wants what their parents wanted

What effect did Canada have on Target’s bottom line?

A 4Q loss on Canada pullout, but U.S. shows sales gain

Sears Canada revenue, same-store sales drop

Asset writedown contributes to loss

Can Canada Goose avoid the popularity trap?

Will the luxury brand survive its success?

Class-action settlement spawns national film noir campaign

Brad pitches provincial judges on work to get Canadians their cash settlements