Canadian Retailer - Spring 2013 - 10

RETAIL: AT ISSUE

GROCERS HELPING
CUSTOMERS TO
EAT WELL
Year-long campaign aimed at
helping Canadians arrive at the
grocery store better prepared to
make healthy food choices
BY ALISON CORBETT
CANADIAN shoppers are increasingly looking for information

that will help them plan healthy meals for their families. That’s
why Retail Council of Canada (RCC) in collaboration with Health
Canada launched the Eat Well Campaign this past March.
The campaign, which is a great complement to the work that
Canada’s grocery retailers have already been doing, is aimed at
providing Canadians with tips and tools to support healthy eating
at members’ stores from Vancouver to Halifax and thousands of
communities in between.
There’s a variety of ways that consumers will see the campaign
reflected at their local grocery retailer—from signage and handouts, to campaign messages that are promoted through in-store
monitors and radios. And grocery retailers are getting the word
out online, as well as through their flyers and magazines.
Collaboration and support

From top: The Honourable Leona Aglukkaq, Minister of Health;
Marie-France Gibson, VP of Metro Brands Division; (l-r) Dave
Wilkes, Leona Aglukkaq, Karen Proud, Jason McLinton.

10 |

RCC began working with Health Canada on the Eat Well initiative
in the fall of 2012 to develop a strategy that was consistent in message and branding, while flexible in implementation. This flexibility
has been critical as it has allowed members to promote the campaign
through the channels most aligned with their business strategies—
whether that’s through social media, in-store signage, flyers, or
pamphlets distributed by in-store dieticians and pharmacists. Working hand-in-hand with government and members, developing the
campaign in this collaborative fashion resulted in an initiative that all
members were eager to support. In fact, all of RCC’s grocery members
are participating in the campaign—Canada Safeway, Co-op Atlantic,
Costco, Federated Co-op, Loblaws, Metro, Sobeys, and Walmart.
The campaign focuses on food skills, specifically planning for
healthier food choices at home and at the grocery store, including
topics like how to read the Nutrition Facts table, using a grocery
list, reducing sodium and understanding Canada’s Food Guide.
With a focus on food skills, the campaign’s message is not about

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Table of Contents for the Digital Edition of Canadian Retailer - Spring 2013

PUBLISHER’S DESK
RETAIL CURRENTS
EAT WELL CAMPAIGN TO EDUCATE FAMILIES ABOUT HEALTHY LIVING
THE EVOLUTION OF CUSTOMER SERVICE
THE TARGET IMPACT
THE RISKS OF NEGLECTING THE IN-STORE EXPERIENCE
MENTORING TOMORROW’S TALENT
RECRUITING TOP TALENT FOR YOUR SMALL BUSINESS
UNPACKING SHOWROOMING
SUPPLEMENTING FOR SUCCESS IN THE CANADIAN MARKET
ADVERTISER'S INDEX
RETAIL QUICK TIPS
Canadian Retailer - Spring 2013 - ebelly1
Canadian Retailer - Spring 2013 - ebelly2
Canadian Retailer - Spring 2013 - cover1
Canadian Retailer - Spring 2013 - cover2
Canadian Retailer - Spring 2013 - 3
Canadian Retailer - Spring 2013 - PUBLISHER’S DESK
Canadian Retailer - Spring 2013 - 5
Canadian Retailer - Spring 2013 - RETAIL CURRENTS
Canadian Retailer - Spring 2013 - 7
Canadian Retailer - Spring 2013 - 8
Canadian Retailer - Spring 2013 - 9
Canadian Retailer - Spring 2013 - EAT WELL CAMPAIGN TO EDUCATE FAMILIES ABOUT HEALTHY LIVING
Canadian Retailer - Spring 2013 - 11
Canadian Retailer - Spring 2013 - THE EVOLUTION OF CUSTOMER SERVICE
Canadian Retailer - Spring 2013 - 13
Canadian Retailer - Spring 2013 - 14
Canadian Retailer - Spring 2013 - 15
Canadian Retailer - Spring 2013 - THE TARGET IMPACT
Canadian Retailer - Spring 2013 - 17
Canadian Retailer - Spring 2013 - 18
Canadian Retailer - Spring 2013 - 19
Canadian Retailer - Spring 2013 - 20
Canadian Retailer - Spring 2013 - 21
Canadian Retailer - Spring 2013 - THE RISKS OF NEGLECTING THE IN-STORE EXPERIENCE
Canadian Retailer - Spring 2013 - 23
Canadian Retailer - Spring 2013 - 24
Canadian Retailer - Spring 2013 - 25
Canadian Retailer - Spring 2013 - 26
Canadian Retailer - Spring 2013 - MENTORING TOMORROW’S TALENT
Canadian Retailer - Spring 2013 - 28
Canadian Retailer - Spring 2013 - 29
Canadian Retailer - Spring 2013 - 30
Canadian Retailer - Spring 2013 - 31
Canadian Retailer - Spring 2013 - RECRUITING TOP TALENT FOR YOUR SMALL BUSINESS
Canadian Retailer - Spring 2013 - 33
Canadian Retailer - Spring 2013 - 34
Canadian Retailer - Spring 2013 - 35
Canadian Retailer - Spring 2013 - UNPACKING SHOWROOMING
Canadian Retailer - Spring 2013 - 37
Canadian Retailer - Spring 2013 - 38
Canadian Retailer - Spring 2013 - 39
Canadian Retailer - Spring 2013 - SUPPLEMENTING FOR SUCCESS IN THE CANADIAN MARKET
Canadian Retailer - Spring 2013 - 41
Canadian Retailer - Spring 2013 - 42
Canadian Retailer - Spring 2013 - 43
Canadian Retailer - Spring 2013 - 44
Canadian Retailer - Spring 2013 - ADVERTISER'S INDEX
Canadian Retailer - Spring 2013 - RETAIL QUICK TIPS
Canadian Retailer - Spring 2013 - 47
Canadian Retailer - Spring 2013 - 48
Canadian Retailer - Spring 2013 - 49
Canadian Retailer - Spring 2013 - 50
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