SOBEYS AND AIR MILES TEAM UP IN ATLANTIC CANADA
By Adnews Staff
Sobeys Inc. of Stellarton, NS has formed a partnership with The Loyalty Group's Air Miles Reward Program in Atlantic Canada. Beginning November 4, Air Miles Reward members can collect miles at the 85 Sobeys supermarkets in Nova Scotia, New Brunswick, Prince Edward Island and Newfoundland. The Club Sobeys program, the chain's existing loyalty program, will be discontinued. Club Sobeys members can convert accumulated points into Air Miles. Local print and radio advertising, in-store materials and promotion in Sobeys' flyer will promote Sobeys as an Air Miles sponsor. Sobeys used the CCL Group of Halifax, Clary Flemming & Associates of Halifax and the Advocate Group of Pictou County, NS to create the advertising and in-store materials. The Loyalty Group is promoting the partnership with Sobeys in its October summary statements and with POS materials at other Air Miles participants in Atlantic Canada. A national radio campaign will also emphasize the addition of Sobeys with specific creative to run in Atlantic Canada. Radio advertising was done by Wunderman and Young & Rubicam, both of Toronto. Sobeys, which operates stores as IGA, Garden Market IGA, Sobeys and Price Chopper, is also an Air Miles Reward participant in Quebec.