Sobeys begins new campaign
By Derek Winkler
Grocery store chain Sobeys has begun a new marketing campaign called “So.Be.It.” According to the company, the initiative uses as its theme chaotic moments of family life. It was developed by FCB, with media work by UM and public relations from North Strategic. It consists of national television commercials, online videos, print and out-of-home advertising, as well as social media content and in-store materials. The campaign will run until Nov. 2.
“As families settle back into fall routines, our new brand platform is an optimistic take on some of those little food adventures we know become core memories,” said Erika DeHaas, vice-president of corporate marketing at Sobeys. “Our brand promise is about being a family nurturing families. We know things don’t always go to plan, but whatever life has in store, Sobeys has your back.”