Sobeys sets the mood with food

Leo Burnett needed to develop an app that would emphasize Sobeys' passion for food, and provide some form of utility that users couldn't get anywhere else.

The agency discovered that the target (women aged 30 to 50) had a connection between how she feels and what she eats. So they created the Moodie Foodie app, which serves up food inspiration based on your mood. From flirty, feisty and playful to carnivorous or experimental, no matter how the user feels, something will be found to hit the spot. She could scroll though the moods, tap the one that best captures how she's feeling and see all the foods that match the mood.

A multi-tiered media campaign supported the launch to drive awareness and downloads. Plus, users can share their moods and foods with friends on Facebook or Twitter, driving more downloads and participation.

Moodie Foodie generated 20,000 downloads in its first month and was on iTunes' "What's Hot" list at a 4+ star rating.