Sobeys breaks brand campaign
By Derek Winkler
Grocery store chain Sobeys has begun a marketing campaign to introduce its newly-updated branding. According to the company, the new branding is intended to represent “quality, innovation, consistency and a sense of care.” It uses the tagline, “We’re Full of Compliments.” The campaign consists of online video, digital out-of-home and social media advertising. It will also feature a national collaboration with recipe website Andy’s East Coast Kitchen that will make use of television, digital and social media materials. Additional elements include public relations, influencer activities and in-store materials. The campaign was developed by Marks, with media work by UM and PR support from North Strategic.