04/14/2015 07:41 EDT | Updated 06/14/2015 05:59 EDT

Uber Teams Up With Loblaws To Offer Free Rides In Toronto

TORONTO - Ride-hailing service Uber is teaming with Loblaws (TSX:L), Canada's largest grocer, in an experimental program that offers free rides to Toronto customers who order their groceries online.

Uber says on its blog that the experiment, running from April 14 to April 20, will provide free rides valued at up to $30 to and from one of three Loblaws click & collect locations in the city.

The move comes as Uber has come under fire from city officials, who filed an injunction in November to shut the unlicensed service down, saying it violates municipal taxi regulations.

Loblaws and Uber both tweeted the offer on their Twitter accounts on Tuesday.

According to the Uber blog, customers who pick up their click & collect order with Uber will be entered in a contest to win $1,000 in groceries at Loblaws in Toronto.

Meanwhile, it says every click & collect shopper who uses Uber to gather their groceries, and is new to Uber, will receive a voucher for $10 off their next Loblaws click & collect purchase.

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