Tough Cookies The Game

Objective

IGA, a Canadian supermarket chain, partnered with Fondation Charles-Bruneau to raise funds for pediatric cancer research. The campaign leveraged in-store purchases of temporary tattoos to drive engagement with an interactive gaming experience, connecting retail commerce with a charitable cause while creating memorable brand interaction for customers.

Solution

Customers purchased limited-edition temporary tattoos at IGA stores to unlock access to an online game called 'Search & Find The Tough Cookies.' The game, developed by Sid Lee, takes place in a magical world of five taste characters—Sweet, Salty, Bitter, Sour, and Umami—where players embark on a quest inspired by the side effects of cancer treatment that can alter taste perception. The game was playable on both mobile and desktop, and was designed collaboratively with children from the Charles-Bruneau Foundation, who created the tattoo designs and in-game missions.

Results

Over the four-year campaign duration, IGA and Sid Lee raised $1.7 million for Fondation Charles-Bruneau through temporary tattoo sales and player engagement.