IGA conducts content marketing campaign
By Adnews Staff
Supermarket chain IGA recently conducted a promotion in collaboration with Hublo, the content marketing division of Quebecor. The effort was intended to keep the brand in contact with consumers during the COVID-19 pandemic. It consisted of eight features displayed over a one-month period, including an article on safely shopping for groceries during the pandemic. The campaign also included the participation of content marketing agency Colab Studio.
“Without our collaboration with Quebecor, it would have been impossible to mount these content initiatives in record time,” said Carl Pichette, vice-president of marketing at parent company Sobeys. “The results, particularly in terms of qualified reach and engagement, definitely exceeded our expectations. The lockdown disrupted Quebecers’ habits and we wanted to be there for families in the new environment. Our online shopping service was always available to help them meet their needs, but we also wanted to be present with relevant content that would provide information and comfort.”