Food Basics now offers an online grocery store and is rolling out a new click and collect service this month.
When shopping Food Basics online, customers enjoy the same range of products as in-store, always at the same low prices, and access to weekly promotions and current in-store offers.
To launch an impactful new service, Food Basics partnered with creative agency Open, all with the help of AI.
“As Food Basics moves into the e-commerce space, we are also working on new capabilities, including AI,” said Mathieu Robitaille, director of marketing at Metro Ontario. It played an important role in defining the visual identity of the company.”
“This is a new offering for the brand, so it needed to feel distinctly Food Basics, but also stand out as exciting news for our existing customer base,” said Katie Chan, Food Basics Marketing Director. states.
What better way to launch a digital service than with AI?
The choice to use AI-generated imagery was based on its cost-effectiveness and flexibility compared to relying on physical photography, which would require things like studio booking and purchasing food samples.
“The AI-generated images really demonstrate the speed and ease of online grocery shopping with Food Basics,” said Anne Ngo, Director of Client Services at Open.
“We were interested in being the first to tackle AI, and this is a great addition to our toolbox. We don't see AI as a threat to our services, but rather as a creative We see it as a great complement to the 2019 Open program,” said Martin Beauvais, partner at Open.
The campaign was launched as a regionally targeted digital and social media campaign, with in-store POS and targeted email marketing available.
Since 1995, Food Basics has been helping customers save money on groceries by always offering more for less. Food Basics operates on three core principles: Always Fresh, Always In Stock and Always Great Value. Food Basics is the discount banner of Metro Ontario Inc., which currently operates 144 stores across Ontario.
