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   Sobeys And Safeway Create New Multi-Channel National Marketing Campaign
by Sobeys Inc.
Posted: Monday, November 20, 2017 at 3:42PM EST

TORONTO, ON –  Sobeys and Safeway have launched “Create a Little Holiday Magic,” a campaign designed to keep the magic of the holidays alive, connecting with customers on an emotional level. The campaign includes TV, social videos, digital and social ad placements, an inspirational holiday magazine, a special holiday playlist through a partnership with Spotify, and in-store activations.

Built around emotive brand storytelling, the national marketing campaign comes to life in a 60-second “Secret Shopper” TV spot. The story, central to the campaign, reminds Canadians that when you stop believing, the holidays lose their magic. The ad will air across Canada on national TV networks and select specialty channels.

“This campaign is clearly a new approach for us. We are telling a great story that is a reflection of our brand and the connection we have with our customers. By sparking the magic that makes the holidays so special for families, we want to welcome that feeling into our stores throughout the season,” said Deirdre Horgan, Head of Marketing and ECommerce at Sobeys. “Food is central to the holiday experience and we always enjoy celebrating this time of year with our customers.”

Toronto-based marketing planning agency, Gravity Partners Ltd., led the development of the holiday brand campaign including the insights, overall strategy, and creative execution. Media agency, UM, developed the holiday connection strategy – integrating video, digital, and social to maximize impact and create a little holiday magic. The holiday magazine was created by Tavanberg and TC Media, with photography and video by TC Media and digital production by TruInc. PR is being developed and activated by High Road.

About Sobeys Inc.

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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

Source: Sobeys Inc.

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