MISSING TASTES OF HOME

Newcomers to Canada often struggle to find the ingredients they need to recreate dishes from home. As Canada's largest retailer of international foods, we wanted to introduce our selection to them. But we knew that talking to them through generic ads would never work. So we used real-time flight data and turned the airport into a hyper-personalized media channel, welcoming newcomers in their own language, using foods that appealed specifically to them.