Sobeys Quebec has named three stars from the province’s cooking world to promote its new “Plaisir de mieux manger” (the joy of eating better) healthy eating program at its IGA banner.
Christian Bégin, Josée di Stasio and Stefano Faita (pictured at left with Sobeys Quebec president Claude Tessier) have been named IGA ambassadors and will appear predominantly in all communications – from circulars and TV ads to digital content and in-store posters – starting May 1.
READ: Sobeys unveils "Joy of Eating Better" program in Quebec
Among their activities, Di Stasio is a chef and host of the 12-year-old cooking show À la di Stasio on Télé-Québec, Bégin is an actor and food show host and Faita has a CBC-TV show called In the Kitchen with Stefano Faita.
The trio, jokingly dubbed a “dream team,” will provide recipes, cooking tips and techniques and show it’s possible to eat better and cook at home without it becoming bothersome, expensive or time-consuming. They will also encourage consumers to reduce food waste, discover new flavours and use more local products.
“I want people to see the more you cook at home, the healthier you will eat,” Faita says.
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All three will appear in cartoon image forms, consistent with IGA’s current advertising format. Sid Lee is the agency for Sobeys Quebec.
Five pages of the weekly circular, printed on the reverse side, will be devoted to joyful eating better content from the ambassadors, including recipes, hints, consumer contests and in-store products.
The joy of eating healthy program is based on four major principles – cooking, discovery, responsible choices and healthy eating.
Guy Terroux, vice-president marketing at Sobeys Quebec, says consumers will be given full menus and not just recipes. He says the program is based in part on Sobeys' healthy eating program with Jamie Oliver, but with a Quebec flavour.
“The aim is not to moralize,” he adds, giving a dig to Metro’s healthy eating program that puts smiley faces on products that have good or great ingredients and a similar star program run by Loblaw.
Yvan Ouellette, vice-president merchandising, procurement and perishables at Sobeys Quebec, adds IGA is already ahead of competitors Metro and Provigo in terms of buying local products and that the trend will continue with the new program.