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IGA gets interactive to promote online ordering

Customers can earn free food items by texting emojis to a bot

IGA is putting an interactive twist on good old-fashioned promo codes.


The Montreal-based grocer has launched a campaign to promote online ordering. EMOJIGA (emoji + IGA) invites people to text food emoji combinations to a bot at 909090, for free food items. For example, a doctor emoji and a pepper emoji will earn customers a free Dr. Pepper. Participants will receive a promo code to redeem their gift with their next online order at

The EMOJIGA campaign is supported by an extensive out-of-home campaign in Montreal and other urban markets in Quebec, as well as with display, online video, banner ads and social media executions throughout Quebec and New Brunswick.

“We know that incentives are key to generate trial, but we didn’t want this campaign to be just about promo codes—we wanted to create an interactive quest,” says Julie Desrochers, creative director at Sid Lee, the creative agency that developed the campaign. “Whether people interact with the bot or not, the out-of-home and online emoji riddles are engaging enough to create a connection and keep IGA online top of mind.”

Customers who text emojis for free gifts can continue interacting with the SMS chat bot through emojis. For example, if a user sends a taco emoji, the bot will ask which protein they want inside. Depending on the answer given, the bot will redirect the user to a taco recipe on, as well as send a promo code for free grocery delivery.

“We focused on generosity, not only by offering dozens of free items, but also by having a hundred different fun executions for this campaign,” said Carl Pichette, vice-president of marketing and e-commerce of Sobeys, in a release. “We were attracted to the idea of turning the search for a good old promo code into a fun treasure fun for our clients.”

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