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

Time for marketers to abandon the safety of the high ground (Book excerpt)

Engagement in the age of tribes means engaging face to face – and pissing the right people off on purpose

Subway Canada gets crafty with new ad campaign

The quick service restaurant touts the art of crafting the perfect sandwich

Crafting small market identity with big market marketing

Shock Top captures a little craft beer identity in a bottle

How to break blind brand loyalty

A new study unveils how brands can disrupt tech habits and win new consumers

Campbell Company of Canada names new president

SC Johnson vet Ana Dominguez takes the helm, replacing Philip Donne

Watch This: Canadian Tire talks to parents about back to school

Moms and dads share a few thoughts (and a few tears) on their kids' first day of school

Ottawa Senators make headlines with new CMO hire

Longtime newspaper executive Peter O’Leary starts his new position Sept. 22

Scotiabank’s Tangerine brand gets a PHD in media

Tangerine CMO Andrew Zimakas on why PHD won the account