The Lovato Treatment Scholarship and premier grocery chains Food4Less in Southern California and FoodsCo in Central and Northern California have joined forces to launch an innovative promotion to offer California shoppers an opportunity to digitally unlock an exclusive virtual reality performance of Demi Lovato at the legendary Troubadour in Hollywood, California during the first-ever Lovato Treatment Benefit concert.

The concert supported The Lovato Treatment Scholarship program which helps raise awareness and cover treatment costs for those suffering from mental health and addiction issues.

Launched on August 19 and running through September 15 via DigitalFood, the free mobile app for Food4Less and Foods Co. shoppers, customers and “Lovatics” that purchase select Nestle Waters, Farmer John and Kelloggs Pop-Tarts brand products can unlock the exclusive virtual reality performance by scanning their receipt directly in the app. Upon accessing the DigitalFood app, shoppers will be greeted with a message featuring information about The Lovato Treatment Scholarship along with in-app instructions to unlock the exclusive virtual reality performance, which features two live renditions of her hits Warrior and Skyscraper.

To support complete VR functionality and viewing, for the first time in grocery retail history, Food4Less is making virtual reality available and affordable to the masses by offering VOGGLZ companion viewer to enhance the virtual reality experience for shoppers. VOGGLZ, which was inspired by the open source designs of Google Cardboard, will be available for purchase in Food4Less Southern California and FoodsCo stores for a limited time at an unprecedented $2.99 USD, marking an industry first for widespread availability of virtual reality technology in brick and mortar establishments.

“I’m thrilled to collaborate with Food4Less in support of The Lovato Treatment Scholarship”, says Demi Lovato, “This year’s benefit concert marked a very important milestone in my life and I’m excited to share this special performance in virtual reality to help raise awareness and funds for mental health and addiction issues.”

For more information about the program, visit www.digitalfood.com. The DigitalFood App is now available for free download for iPhone and Android devices and currently provides Food4Less and Foods Co. shoppers with exclusive marketing sweepstakes, music and video content, partner recipes and now, an exclusive augmented reality platform.

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