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Sobeys Celebrates Generations of Newcomers for Canada’s 150th

Toronto, ON – Sobeys today launches a new campaign that honours two important birthdays: Canada’s 150 and Sobeys’ 110. The campaign includes new and exclusive celebratory products, a retail experience, employee activation and a brand marketing communication program.

Sobeys Inc. has a long history of supporting all generations of Canadians through employment, collaboration and celebration. Through a unique partnership with the Canadian Museum of Immigration at Pier 21 in Halifax, the Sobey Foundation has also helped thousands of Canadians discover and share their immigration stories, making them a permanent part of Canada’s history.

“Our family is proud to be a part of Canada’s immigration history and we believe that individual family stories of arriving in Canada are something to be shared,” said Frank Sobey, chair of the Sobey Foundation.

The new brand campaign, What Newcomers Bring to Canada, celebrates this partnership and captures many of the values that benefit Canada including beauty, laughter, pride, as well as what the Sobey family has contributed – grocery stores. View the brand video here.

The video series includes touching moments between Canadian newcomer families, celebrating their shared experiences – including their journey to Canada, symbolized by the image of a trunk.  For many newcomers, a single wooden trunk is all they brought from their home country, a true symbol of a brand-new, fresh start in Canada.

“Our goal with this video story is to celebrate the positive contributions of newcomer families to Canada. We are fortunate and humbled that the Sobey family is able to be counted among them by introducing something as practical yet so essential as grocery stores” said, Paul Flinton, VP Brand Marketing and Communications, Sobeys Inc.

At a retail level, Sobeys Inc. will be helping Canadians host 150th birthday celebrations with a selection of special edition products including Canadian Flag pizzas, Compliments Celebrate Canada Birthday Cookies and Sensations by Compliments Celebrate Canada Angus Maple Leaf Beef Burgers. The full line-up of products will be available at Sobeys, Safeway, Thrifty Foods, Freshco and Foodland locations across Canada. (Product availability varies per banner) See Sobeys Celebrate Magazine.

The brand campaign, including the overall strategy, creative direction and all content was developed by Toronto-based brand consultancy, strategy and creative agency, Gravity Partners Ltd. The program will be supported with paid media and a connection strategy, coordinated by UM. The Celebrate Canada magazine was created by Tavenberg and Made by Emblem with photography and video shot by TC Media and digital production by TruInc. An influencer engagement program and PR is being developed and activated by High Road.


More on the Sobey family

The story of the Sobey family in Canada began in the 1800s when J.W. Sobey arrived in Halifax from Britain. With an entrepreneurial spirit, drive and the support of their fellow Canadians, J.W. turned their meat delivery business into a national chain of grocery stores. More information on theCanadian Museum of Immigration at Pier 21 can be found athttps://www.pier21.ca/


About Sobeys Inc.

Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians since 1907. A wholly-owned subsidiary of Empire Company Limited (TSX: EMP.A), Sobeys owns or franchises approximately 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton’s Drug Stores as well as more than 350 retail fuel locations. Sobeys, its franchisees and affiliates employ more than 125,000 people. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.


For further information, please contact:

Madison Francis
High Road for Sobeys Inc.
416-644-2276 (office)

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