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Sobeys begins Get More Summer campaign

Grocery retail company Sobeys has begun a new marketing campaign called "Get More Summer." The national campaign promotes the company's Sobeys and Safeway chains through a television commercial, product integration elements, online video, digital and social media activities, a promotional magazine and in-store materials. The creative encourages consumers to "embrace all of summer's possibilities." The 30-second television commercial, called "Hit Send on Summer," depicts a family eating dessert in a backyard tent.

"Summer in Canada is fleeting and we know our customers want to get the most out of it," said Trinh Tham, vice-president of integrated marketing at Sobeys. "With this campaign, we're recognizing that a filled grocery bag is more than just food, it's an entire weekend of possibilities, experiences and memories. We want to help our customers fill their bag with tender steaks and laughter, ice cream and brain freeze, burgers and cannonballs."

The campaign was developed by Gravity Partners of Toronto. Media work is being handled by UM. The magazine was created by TC Media and Tavenberg. Public relations are being conducted by FleishmanHillard HighRoad.

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