Sobeys has launched a new brand platform all about rolling with the punches when it comes to messy and unpredictable family moments.
“So.Be.It” begins this week with a pair of hero spots that show how the grocer can help families meet whatever little hurdles life has in store for them, whether it’s a toddler who swaps out sugar for salt in a baking recipe, or a youngster’s newfound education about what makes a nutritious dinner.
The Empire-owned banner is looking to give more emotional resonance to its longstanding “Canada’s family grocery store” positioning. Erika DeHaas, VP of corporate marketing at Sobeys, says it doing that by focusing on moments that end up being what people remember about food and families.
“Our new ‘So.Be.It’ brand platform is an optimistic take on some of those little food adventures we know become core memories,” she says. “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.”
The brand platform is supported by a national paid media campaign running until Nov. 2, featuring two TV spots, two OLVs, social, print and OOH, as well as new in-store signage. The platform, the grocer says, will continue to be seen anchoring future campaigns as well.
FCB led strategy and creative, UM is leading media and North Strategic is handling PR.
