VOILÀ
Your groceries, delivered.
just like that.

Voilà is a cutting-edge online grocery home delivery service in the Greater Toronto Area, the Greater Montreal Area, Ottawa, the Calgary Area, the Edmonton Area, and Quebec City. Voilà promises customers guaranteed freshness, at affordable prices, straight to your door. Voilà was launched in early 2020 and continues to expand its competitive grocery delivery service across Canadian provinces.

I continue to have a great experience working full-time as a backstage employee for Voilà by Sobeys and expanding my knowledge within the grocery-retail industry. Through this opportunity, I have further expanded my skillsets surrounding:

• Print design

• Bilingual promotions

• e-Commerce marketing statistics

• Animation design (Adobe AE)

• Powerpoint design

• Digital web campaigns that have spanned across Canada

As a creative designer, my mission is to build brand exposure and customer retention across Canada, showcasing Voilà’s values, and unique selling points through visually engaging material. This piece of my portfolio showcases Voilà’s commitment to convenience, freshness, and customer satisfaction, with the ultimate goal of driving brand awareness and customer loyalty.

Voilà x national bank open (tORONTO) 🎾

The National Bank Open presented by Rogers is a prestigious professional tennis tournament owned and operated by Tennis Canada. Classified as an ATP Masters 1000 event on the ATP Tour calendar and a WTA 1000 event on the women’s tour, the National Bank Open attracts the biggest stars in tennis year after year.

I had the pleasure of designing all print material for Voilà’s kiosk at the 2023 National Bank Open in Toronto, which included a food cart, menu, Voilà exclusive colouring book, and Voilà branded stickers. Our kiosk was next to a large stand for Sobeys; this enabled brand exposure for all attendants looking for food and refreshments at the National Bank Open. Each colouring book came with a promotional code, giving a call to action by means of bringing in new customers to Voilà. My team and I had the opportunity to attend the semi-finale tournament in August 2023. It was a great experience and I felt pride seeing my work out in public.

VOILÀ animation, digital & print ASSETS

The following design assets are a mixture of creative projects I’ve executed while working for Voilà. Explore my animations, digital, and print designs that showcase my creativity and attention to detail. From lively animations, eye-catching print materials, to approachable digital designs – my work at Voilà reflects my passion for design in the grocery delivery world.

ANIMATIONS

DIGITAL

Featured in Edible Ottawa (2024)

I’m incredibly proud to share that my print design work was featured in Edible Ottawa in 2024. This project focused on elevating brand awareness for Voilà through thoughtful, visually engaging print design. I highlighted our most popular offerings, showcasing well-loved brands such as Farm Boy and Longo’s to create a cohesive story that resonates with customers and reflects the quality of the products.

Seeing the final piece come to life in a physical copy was a milestone moment for me, and I’m excited to include it in my portfolio as a reflection of my passion for clean, purposeful design that connects brands with their audience.

Longo’s Launch Paid Media Creative

I brought the Longo’s launch on Voilà to life with bold, dynamic paid media assets that turned everyday food into something magical. Each carousel highlighted a key category such as bakery, produce, meats, cheese, deli, and prepared meals, using bright, floating ingredients to create a sense of movement and excitement. The visuals build toward the Voilà van, reinforcing the idea that all of Longo’s fresh favourites are now just a delivery away. This was a fun, high-impact project that showcased how playful, vibrant design can elevate a digital campaign and strengthen brand connection across Sobeys, Farm Boy, and Longo’s.

print

Direct Mail Campaign: High Value Lapsed Customer Re-Engagement

This was a project I led from start to finish, aimed at re-engaging lapsed Voilà shoppers, an audience we knew was still open to coming back if we approached them the right way.
I managed everything from the initial strategy and creative concepts to working with external vendors such as AIIM to bring this gatefold direct mailer to life.

We took a “breakup-style” messaging approach: a bit cheeky, a bit self-aware, something that said, “We’re sorry. We’ve changed. Let’s keep a good thing going.” It was an honest, customer-first tone that felt true to the Voilà brand. To highlight what was accomplished:

• Built the campaign around new selling points including increased delivery availability, a stronger product assortment, and the introduction of Scene+ Member Pricing

• Used insights to shape our offer strategy, knowing that this audience responds better to dollar-off deals than loyalty points

• Explored several creative directions early on, but made strategic calls based on budget and time constraints to ensure we could meet our summer launch window

• Collaborated with multiple teams across marketing, merchandising, analytics, and external mail vendors to keep everything aligned and moving on schedule

This piece is now set to hit mailboxes this summer, and it’s a great example of how I can take a large-scale, cross-functional campaign from idea to execution, balancing creativity, data, and real-world limitations along the way.

Outcome:

The direct mailer plugged directly into Voilà’s bigger communication goals to prove real improvements, rebuild customer trust and win them back.

The results speak volumes:

• Re-engaged approximately 15% of lapsed customers

• Generated an average of 5.2 orders per reactivated customer and 83,000+ total orders

• Customers who received the mailer drove a 102% increase in order volume compared to those who didn’t

INITIAL MOCKS

APPROVED CONCEPT

Voilà Winback Campaign

The goal with this campaign was to re-engage lapsed customers who hadn’t reordered, using a structured CRM approach rather than a one-off send. I fully lead this journey.

The challenge was twofold. First, it was a complex, multi-journey initiative: three separate email journeys with four emails each,all needing to escalate urgency while staying on-brand and not feeling repetitive. Second, my manager intentionally flipped our usual process. Instead of starting with copy and designing around it, I was asked to define the messaging direction first and then collaborate with a copywriter to refine it.

To approach this, I worked closely with our CRM team to understand past performance and learned that a previous direct mail piece with emotional, relationship-driven messaging had performed really well. Using that insight, I built the creative direction around a more ‘romantic’ winback tones. Ideas like ‘We belong together,’ ‘Your Voilà order misses you,’ and ‘Lettuce woo you back,’ with urgency increasing over time to a ‘time is ticking’ message.

I created initial mocks and message frameworks for each journey, ensuring each had a distinct visual feel while still feeling cohesive as a program and aligned with brand guidelines. From there, I partnered with a copywriter to polish the language and ensure clarity and consistency. Two of the three journeys have now launched, and the results have been very encouraging. We’ve seen an 18% increase in engagement from lapsed customers compared to previous winback efforts.

The biggest takeaway for me was how valuable it is to think beyond execution and understanding audience behaviour, past performance, and being comfortable leading creative direction even when the process isn’t typical.

To ensure each customer received the most relevant experience, we segmented audiences by both recency of lapse and RFM value. From there, I partnered with TRU for build and coding support and delivered three complete journeys:

• Journey 1 & Journey 2: Developed the full creative direction and produced four net-new emails for each workflow.

• Journey 3: Reused HV Lapsed campaign assets but refreshed the journey with new subject lines and preheaders for all reminders.

• All Journeys: Included complementary on-site pop-ups to reinforce the message and capture incremental engagement.

SO HOW DID I WIN THEM BACK?

JOURNEY 1: Emotional Pull & Gentle Urgency

I wanted customers to feel an immediate emotional connection as soon as they opened their email. I personified the Voilà van as a sad, endearing character to evoke empathy and remind customers of the value they once enjoyed. I also introduced soft urgency through visual cues and messaging hinting that their deals were about to expire, striking a balance between warmth and incentive.

JOURNEY 2: Flirty, Playful, and Romantic

Journey 2 leaned into a more playful, flirtatious tone. I introduced a “voilà dating app” concept where the van appears as a profile you’d swipe right on. This journey incorporated elements like a lettuce bouquet, messages about missing them, and an hourglass callback, creating a fun, lighthearted narrative about reuniting with the brand. The creative direction infused humor and charm, making the re-engagement feel inviting and memorable.

JOURNEY 3: Breakup Theme (Repurposed Direct Mail Project)

Journey 3 repurposes the successful breakup-themed concept I originally created for a high-performing direct mail piece (please see project above). This version includes refreshed subject lines and preheaders to keep the message feeling current.
Note: This journey is still in development and hasn’t been released to customers yet, so I’m unable to share visuals at this time.

IN-STORE PRINT CREATIVES

I create in-store print materials that are displayed across Sobeys grocery stores throughout Canada, encouraging customers to try Voilà’s online delivery service. My work includes posters, wobblers, aisle blades, freezer clings, and other retail touchpoints that are designed to stand out in a busy grocery setting while clearly communicating the convenience of ordering online.

Every piece is crafted to capture attention quickly, educate customers at a glance, and guide them from in-store browsing to exploring Voilà’s digital experience. Having my designs implemented across stores nationwide has been both meaningful and rewarding, and it highlights the impact that thoughtful retail creative can have on customer behaviour.

Voilà OOH Campaigns

Showcasing Voilà’s Out-of-home (OOH) advertising is a powerful marketing strategy that reaches consumers outside of their homes, targeting them as they naturally navigate the bustling streets and public spaces of their cities with help of Pattison Outdoor Media. This non-intrusive, visually captivating form of advertising engages potential customers and builds brand awareness by reaching them directly in their everyday environments. As a premier grocery delivery service, Voilà understands the importance of attracting the attention of busy urban dwellers. My team and I recognize that traditional advertising methods might not effectively resonate with individuals who are constantly on the move. That's where out-of-home advertising comes into play. Voilà's out-of-home advertising campaign aims to create a memorable and eye-catching experience for consumers. Strategically positioned billboards, digital superboards, and posters will be strategically placed in high-traffic areas, including bustling streets, shopping districts, and transit stations. By utilizing prime locations, Voilà ensures maximum visibility and optimal reach to its target audience. The benefits of OOH advertising includes:

• Increased brand exposure

• Stimulating curiosity

• Building consumer trust

• Enhanced local awareness

I was able to efficiently work alongside my talented teammates to build digital and print graphics for Voilà’s OOH campaigns. Both campaigns were featured across high-traffic areas throughout 2022 and 2023.