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Sobeys leverages social media for latest campaign

Sobeys is leveraging social media to drive Canadian shoppers to its stores. The operator of retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods and Lawton's Drug Stores has enlisted Chef Jamie Oliver for the campaign.

The company’s next #BetterFoodForAll challenge asks Canadians to share their favorite side dish this summer for a chance to win a cooking lesson with Oliver in Toronto. Sides can include coleslaw, corn on the cob, grilled vegetables and fresh salads.

From now to Aug. 14, Canadians who post a photo and a brief description of what makes their summer side better along with the hashtag #BetterFoodForAll on Twitter or Instagram will be entered to the contest. One person will win a trip for two to Toronto to attend a cooking class hosted by Jamie Oliver.

"Summer is in full swing Canada, so join me and Sobeys on our better food challenge and show me your ideas for standout summer sides," said Oliver. "I can't wait to see what you come up with and look forward to meeting the winner this fall."

Exclusive recipes created by Jamie Oliver, along with other inspiring ideas, a photo stream featuring entries from coast to coast, and contest rules can be found at www.betterfoodforall.com.

"Sobeys is the destination for Canadians who want to savour summer while also eating better," said Gillian Kerr, VP of brand marketing at Sobeys. "We are focused on offering better food experiences in our stores to inspire and encourage Canadians to enjoy more fresh and tasty meals and side dishes this summer and throughout the year."

Sobeys is a wholly owned subsidiary of Empire Company Limited. Sobeys owns or franchises more than 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods and Lawton's Drug Stores as well as more than 330 retail fuel locations. Sobeys and its franchise affiliates employ more than 125,000 people.