Food In Canada


Sobey’s commits to making better food accessible

New campaign will change brand positioning, shopping experience

Stellarton, N.S. – Grocery retailer Sobeys Inc. has announced a new brand positioning for its Sobeys banner stores that focuses on helping Canadians eat better.

Under the tagline “Sobeys Better Food For All” the grocery chain will work with chef Jamie Oliver to begin to offer better food experiences that allow consumers to make more sustainable choices, save more time, and enjoy fresh, healthy and tasty food.

According to the chain, customer research suggests that 90 per cent of Canadians think grocery stores could play a role in helping them eat better. In order to meet this challenge, the chain will promote four main pillars:

1. Enjoying fresh and tasty food – Sobeys will develop a variety of signature fresh product programs, such as offering artisan bread, grouping potatoes by recommended usage, and grouping tomatoes by sweetness. The grocer will also offer a Sobeys Better Ingredients section of premium-quality products and ingredients.

2. Shopping for healthy and wholesome products – Newly expanded Natural Source sections in grocery departments will feature products that meet Sobeys’ criteria of being free from artificial flavours and preservatives.

3. Choosing sustainable products – Sobeys will work with producers who meet the requirements for the Certified Humane certification. The chain says it is now the first major retailer in North America to offer Certified Humane chicken, pork and beef.

4. Saving time – Sobeys will offer customers in-store and online the tools, tips and recipes they need to prepare healthy, flavourful and affordable meals.

The new initiative kicks off with an integrated marketing campaign across all media formats, as well as the launch of Sobeys Better Food News as an insert to the chain’s weekly flyer. New products and better food solutions will be unveiled over the next few months.