Multi-channel marketing initiative helps Canadians embrace all of summer’s possibilities
Mississauga, ON – Sobeys and Safeway this week launched a new television commercial as part of its “Get More Summer” fully integrated marketing campaign. Helping Canadians embrace all of summer’s possibilities with choice products and fresh ideas, the campaign includes a mix of television, product integration on the Marilyn Denis Show, social videos, hundreds of digital and social advertising placements, an inspirational summer magazine and in-store activations.
“Summer in Canada is fleeting and we know our customers want to get the most out of it,” said Trinh Tham, Vice President, Integrated Marketing, Sobeys Inc. “With this campaign, we’re recognizing that a filled grocery bag is more than just food — it’s an entire weekend of possibilities, experiences and memories. We want to help our customers fill their bag with tender steaks and laughter, ice cream and brain freeze, burgers and cannonballs.”
Built around the idea that Canadians want to squeeze every drop of sunshine and joy out of summer, the national campaign is brought to life in a 30-second TV spot titled “Hit send on summer.” The commercial features a young girl texting her busy mom to ask when she’s coming home from work. While she waits, she and her father prepare dinner and are then surprised by the mother, who arrives home with a delicious dessert they enjoy as a family in their backyard tent.
Offering a touching slice of modern life while showcasing the quality and value offered at Sobeys and Safeway, the commercial began airing across Canada on national and specialty networks this week, while other elements of the campaign began in early May. These include in-store POS and a 32-page summer magazine highlighting new and exclusive products, tips and recipes is available online and in stores. Five online videos featuring Canadian Chuck Burgers, Spirited Mickie BBQ Sauce, Sterling Silver Striploin Steak, Store-made Kabobs and Freshly-topped Flatbreads were also created and supported with paid digital media.
Toronto-based marketing agency, Gravity Partners Ltd., led the development of the summer campaign, including advertising and creative, while UM developed the media strategy integrating video, digital, social and television to maximize reach and impact. The summer magazine was developed in collaboration with TC Media and Tavanberg.
Watch more videos here https://www.youtube.com/user/sobeys/featured
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.
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FleishmanHillard HighRoad for Sobeys Inc.