MONTREAL, April 23, 2014 /CNW Telbec/ - IGA has teamed up with three A-list ambassadors who care about food—Josée di Stasio, Christian Bégin, and Stefano Faita—to show Quebecers that eating better is no sacrifice.
IGA is making a big shift, and from now on everything it does will be guided by its "Joy of Eating Better" approach. It's based on four general principles: cooking, exploring, making environmentally responsible choices, and healthy eating. By putting this philosophy front and centre, IGA will prove that eating better is good, easy, and affordable.
Ambassadors find pleasure in eating better
To launch the movement and get the public on board, IGA called on well-known, influential food celebrities who share its vision. Josée di Stasio has set herself the goal of introducing Quebecers to new flavours and encouraging the prevention of food waste, while Christian Bégin has chosen to share creative, affordable recipes while focusing on local products. Stefano Faita hopes to turn people on to cooking more, without letting things get complicated, in recognition of the fact that the more you cook, the better you eat.
Along the way, the three ambassadors got in on IGA's 3D-world game and have joined the IGA character family with their own avatars.
A flyer featuring a dash of "eating better"
Shoppers can meet the three ambassadors inside the new May 1 flyer, which features five pages on the joy of eating better. Josée, Stefano, and Christian will be back every week with recipes, tips, and tricks that will make healthy, fresh, and varied eating a breeze. In addition to the flyer, TV and Web ads and the in-store experience will be adapted according to the Joy of Eating Better precepts.
"We think," said Sobeys Québec president Claude Tessier, "that many Quebecers have gotten stuck between a lack of time, inferior food options, and limited cooking skills, and are losing out on pleasure. So we made a commitment to support them in their choices—from the grocery shelf to the plate."
About IGA
IGA is the biggest group of independent grocers in Canada, with roots in Quebec dating back to 1953. Its 280 merchants are constantly looking for new ways to better serve their clientele. The banner includes IGA, IGA Extra, IGA Express, and IGA Mini, and IGA is the only group of grocers to offer customers the opportunity to collect AIR MILES® reward miles.
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Visit www.iga.net
Image with caption: "The ambassadors of IGA's "Joy of Eating Better" approach, Christian Bégin, Stefano Faita, and Josée di Stasio, with Claude Tessier, President, Sobeys Quebec. (CNW Group/IGA)". Image available at: http://photos.newswire.ca/images/download/20140423_C4814_PHOTO_EN_39566.jpg
SOURCE: IGA
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