In 1988, a chain of supermarkets in Quebec organized and sponsored a campaign to promote healthy eating habits and regular physical activity. Over a six-week period, comprehensive articles were published in a free home-delivered flyer. This study aimed to determine the effectiveness of the program in changing the buying habits of customers, as reflected by the content of their grocery carts. Data were collected at four points in time in one supermarket. Four independent samples of customers (N = 465) answered a brief questionnaire and the grocery receipt was used to analyze the food items in their shopping carts. The major dependent variables were the portions of various food groups, and fiber and lipid densities per dollar. Results show that, over time, customers lowered the lipid content and increased the fiber content of their purchases. This suggests that the food industry can play an effective role in improving the well-being of their clients.