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Sobeys breaks Holiday Magic campaign

Grocery store company Sobeys, based in Stellarton, NS, has begun a national marketing campaign called "Create a Little Holiday Magic." It includes television, digital and social media advertising, as well as online videos, in-store materials and the release of a holiday-themed magazine. The 60-second TV commercial, called "Secret Shopper," depicts an incognito Santa Claus buying holiday supplies at a Sobeys store. It will air nationally on network and specialty channels.

"This campaign is clearly a new approach for us," said Deirdre Horgan, head of marketing and e-commerce at Sobeys. "We are telling a great story that is a reflection of our brand and the connection we have with our customers. By sparking the magic that makes the holidays so special for families, we want to welcome that feeling into our stores throughout the season. Food is central to the holiday experience and we always enjoy celebrating this time of year with our customers."

The campaign was developed by Toronto-based Gravity Partners, with online and social media support from UM. The magazine was created by Tavanberg and TC Media. Public relations are being conducted by High Road.

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