Sobeys’ new brand platform, “So.Be.It,” which was in the works since late fall, is going to be used to emphasize the grocer’s produce and local attributes.

Erika DeHaas, VP of corporate marketing at Sobeys, tells strategy the “So” is the most important constituent, extending to promote its key categories like fresh produce and local. “Fresh is so important to us,” DeHaas says. “But how do you make fresh ownable to Sobeys?” The answer is by incorporating “so fresh” and “so local” into the new positioning.

The versatile verbiage is going to be integrated from a creative look and feel, across its Voila and Scene+ loyalty programs, as well as sponsorship and retail marketing.

“The intent is to have all our communications embedded in this notion,” she says. That means, from a creative look and feel, across its sponsorship platforms and shopper marketing, the “So.Be.It” language “will be that bedrock,” DeHaas says.

“So.Be.It” is meant to be a cohesive experience “for everything going forward.” The creative around “So.Be.It,” by agency partner FCB, is around everyday, family moments and is meant to convey optimism and a glass half full approach, using humour and relatability.

“We’ve always been rooted in family,” DeHaas, and as a brand it wanted to focus on the “authentic realness of family life.”

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.

In-store is an avenue the banner has regularly tapped, especially to generate a sense of workplace pride for campaigns like Sobeys’ Olympic Games “Feed the Dream” sponsorship, which according to CMO Sandra Sanderson, has boosted support and employee engagement with Sobeys as the lead banner.

FCB led strategy and creative, UM is leading media and North Strategic is handling PR.