Sobeys breaks Better Food For All campaign
By Adnews Staff
Grocery store chain Sobeys, based in Stellarton, NS, has begun a branding campaign introducing its new tagline, "Better Food For All" and promoting its new "commitment to better food." The campaign features celebrity chef Jamie Oliver, with whom the company formed an endorsement agreement last month. The effort includes a 30-second television commercial, a 90-second online video, radio advertising, online advertising and in-store materials. The company's website at Sobeys.com has also been redesigned, and a four-page insert called "Better Food News" will now be included with the chain's weekly flyer.
"We know Canadians want to eat better, feel better and do better, and as a leading Canadian retailer, we have a responsibility to help them," said Marc Poulin, president and CEO of Sobeys. "We recognize that for some people eating better food means having an apple instead of a cookie. For others, it means finding ways to manage a health issue or discovering new products, ingredients, flavours or recipes. We're going to continue meeting the daily needs of Canadians but will also exceed their expectations by bringing to life a whole new world of fresh and fun ingredients."