Sobeys is focusing on the strong connection between food and family in a new campaign and brand positioning centred on the tagline, “Canada’s family grocery store.”
“At Sobeys, family and food are at the heart of everything we do,” says Trinh Tham, VP brand strategy and planning at Sobeys. “We’ve been a family business for over 110 years, so it’s really a core of our business and we’re very committed to Canadian families.”
The new tagline, she adds, “embodies and articulates our belief in the importance of the role that Sobeys plays in bringing to together families and food.”
The campaign, which rolls out throughout the summer, includes a 60-spot spot entitled “Gone Fishing,” which will run nationally in cinema, on TV, and digital.
The TV spot tells the story of a boy and his grandfather on a fishing trip. After failing to catch a fish, they go to Sobeys and buy fresh fish. They enjoy an outdoor meal with their extended family, laughing about their “big catch.” Various Sobeys products are featured throughout the ad, including fresh offerings and Sobeys’ private label Our Compliments products.
“We wanted to focus on this authentic moment between a grandfather and grandson,” says Tham. “The idea was to highlight the bond they have with one another and show Sobeys role in all of it—almost how we saved the day. It wasn’t about whether or not they caught the fish, it was about the fact that they bonded together.”
The ad is set to a Fleetwood Mac cover, “You Make Loving Fun,” by Canadian musician Serena Ryder.
The campaign also includes in-store marketing, out-of-home advertising and social media.