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IGA looks to bring more donors into the fold [Video]

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Every holiday season, for the last three years, IGA creates an animated spot that carries an emotional message around connecting with others through food  and this year is no different. However, instead of just connecting with consumers online, this year the retailer decided to extend its message into the physical world with DIY and AR holiday ornaments inspired by its latest film.

“Made with Love,” a collaboration with Sid Lee, features a teen baking a reindeer cookie that her nurse mom gives to a boy stricken with cancer at the hospital where she works. The boy returns the baked goods with origami shapes, and later drops off his own edible gift once he’s fully recovered. The tagline is “Sharing is Everything,” with a callout to donate to the Fondation Charles-Bruneau, a paediatric cancer charity.

The origami characters (from penguins to elves) were also recreated for the real world, with the retailer selling …

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Online Marketing

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