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Empire breaks Scene+ campaign

Grocery store company Empire has begun a new marketing campaign related to the Scene+ loyalty program. Empire is a co-owner of the program, along with Cineplex and Scotiabank. The campaign is intended to highlight the range of benefits available through the loyalty program, including movies, travel, banking, shopping and groceries. The Scene+ program is available at Empire chains including Sobeys, Foodland, Voilà by Sobeys, Needs, and Lawtons Drugs in Atlantic Canada. The campaign promotes the expansion of the program to these stores in British Columbia, Alberta, Saskatchewan and Manitoba on Sept. 22.

The initiative includes in-store materials, mobile application content, a television commercial, cinema advertising, out-of-home executions, wrapped Empire transport trucks, radio ads, online banners, social media content, online video, email communicaions, a contest component, branded vehicles outside stores, media relations and influencer activities in Atlantic Canada. The campaign was developed by Rethink, with media relations by PHD, in-store activities by  Bensimon Byrne, experiential marketing by XMC, public relations by North Strategic and media work by UM.

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