The food market in the Upper Canada mall is unique as it allows shoppers to buy fresh items from 20 local merchants. For its launch, the market and Union created “Food That Sings,” a soundtrack for shoppers’ ingredients. The idea was to encourage shopper interactions through a blanket program that touched all of its vendors.

In partnership with Spotify, the team developed scannable stickers and placed them on 20 products in the market. When scanned using their phones, a song would appear. For example, if they scanned a pint of ice cream at Sweet Jesus, they could play the song “Ice Ice Baby” by Vanilla Ice. More than 17,000 stickers were distributed during the first week of its opening, and in that month, the program saw 50,000 interactions (and also won a Silver In-Store Engagement SIA award).