The task at hand was to address the challenge of double-digit price hikes in Fresh and Grocery items nationwide. Canadians perceive Retail Grocers as capitalizing on inflation to boost profits, intensifying the already difficult perception of pricing at our Full Serve Sobeys and Safeway banners. Customers seek cost-effective options to provide nutritious meals for their families amid escalating costs of Fresh & Grocery products.

Hence, the concept was to devise an innovative platform supporting value-driven, portion-priced recipes for ENG Canada weekly. This program is strategically crafted across various channels, guiding customers through their journey to discover recipes on a dedicated landing page.

The objective is to elevate the platform as a significant launch during Q2 F24 Fall. The focus is on curating and promoting existing recipes from RICARDO and Sobeys Inc, offering customers nutritious, budget-friendly, and easy-to-prepare meal solutions that align with affordable price-per-portion metrics. This involves leveraging a pre-established list of products priced for the given cycle.