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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

IGA’s TADA! App Puts Dinner on the Table with a Simple Swipe

28/09/2020
Advertising Agency
Montreal, Canada
122
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Spot from Sid Lee shows the latest flyer feature of the supermarkets App

IGA is launching TADA!, a meal planner in their app that provides recipe suggestions based on specials in the flyer. Suggested meals, which cost at most $7.50 per portion, can be prepared in 30 minutes or less. This unique tool in the industry was developed by Sid Lee, Orckestra and Mirego. 

According to a study conducted by CEFRIO (French only), nearly 50% of adults in Quebec look at online flyers to plan their groceries. Inspired by this shopping habit, people who use this tool will benefit from weekly menu suggestions, an auto-generated grocery list, and the option to get grocery delivery in just a few swipes. 

“Saving money and having some variety in your meals shouldn’t be a chore,” says Mathieu Hébert- Thompson, marketing director, digital strategy, loyalty and promotions at Sobeys. “We understand that time is precious for families, and we wanted to find a new solution that could be tailored to their lives. Our goal with TADA! is to facilitate home delivery and help reduce waste. A way to allow our customers to save money, eat well, and discover new recipes.” 

From ready-to-eat meals to easy-to-prepare dishes, not to mention more elaborate recipes, TADA! has suggestions that fit into any kind of schedule. Different recipes are added each week, depending on the flyer's discounts. 

“The name ‘TADA!’ says it all,” adds Julie Desrochers, creative director at Sid Lee. “This tool was created to make it feel like planning meals and finding savings are effortless. Everything was designed to improve the customer experience, so rather than shopping by ingredient, you browse by meal. It’s flexible and intuitive, and afterwards you can add items that are missing from your list.” 

On top of a vegetarian option that’s already available, new features will be added in the coming months. A TV, web and poster campaign was created for the launch of this IGA tool. 


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