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Sobeys launches ‘Big Red Chair’ campaign

Social media contest gives shoppers the chance to win free groceries for a year

Sobeys is celebrating its 110-year anniversary and Canada’s 150th in a big way this summer.

The Stellarton, N.S.-based grocery chain has launched its #ChairShare campaign, featuring more than 90 red, oversized Adirondack chairs in Sobeys stores across Atlantic Canada.

The chairs were built by five social enterprises across Nova Scotia that employ adults with disabilities, including the Ability Wood Products Cooperative.

In addition to spotting the chair in stores, customers will see them at community events, on the Sobeys website, in the flyer, on social media and across traditional media outlets.

Customers are encouraged to take a picture in the chair and share why they love their local Sobeys on social media with the hashtag #ChairShare for a chance to win free groceries for a year.

“We hear from our customers about what we’re good at, and we hear that it’s customer service and our support in our communities,” says Shauna Selig, manager of communications, Atlantic and Ontario.  “As a company, we know we do those things really well, but we also know there are reasons our customers love their local store, whether it’s a cashier who makes their day, or a specific local supplier or product that store carries. So, we want them to share all the reasons they love their local Sobeys.”

The #ChairShare promotion runs until Aug. 9. The chairs will then be auctioned off at each store, with proceeds going to the organizations that built the chairs.

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