A New Angle on Grocery Shopping

National Advertising Challenge: Bronze

Problem: Loblaws wants shoppers to spend 15 minutes with one of their dietitians so they can improve their health and feel better.

Insight: Although every food item at the grocery store contains nutritional information on their packaging, it's always hidden from customers on the side or back of the product when placed on the shelf.

Idea: We'll rotate the products on Loblaws shelves to have the nutritional information face outward towards customers, emphasizing the nutritional values of the food. We'll accompany the rotated food items with on-shelf aisle flags explaining to customers how working with a dietitian can help them select foods based on their nutrition. The aisle flags will also encourage customers to have an introductory 15-minute conversation with our in-store dietitian where they can review their groceries, learn more about what they're eating, and change their perspective on their diet.