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Sobeys brings families together for the holidays

New marketing campaign shows audiences how food can create moments of joy

Sobeys began its Christmas marketing push last week, with advertising that reinforces the grocer’s brand position as Canada’s Family Grocery Store.

The core of the campaign is a TV ad called “Let it Snow,” which has both 60-second and 30-second versions. It tells the story of a young girl who wants to build a snowman but the weather isn’t cooperating.

Her big brother wants to help her feel better but isn’t having any luck until inspiration strikes: a snowman made of ice cream. Then it’s off to Sobeys to get everything he needs. The little girl is delighted, though of course the true fairy-tale ending means real snow starts to fall to end the ad. The underlying message, according to Sobeys, is that families can create magic together.

“At Sobeys, we want to celebrate what brings families together at one of the most magical times of year,” said Guylaine Lessard, VP, brand strategy and planning, Sobeys. “e are privileged to be part of our customers' holiday experiences. Through our new campaign, we tap into the genuine emotion of the holiday season and continue to tell meaningful stories that are a reflection of our brand and the connection we have with our customers.”

The ad continues the family messaging introduced earlier this summer with an ad about a young boy and his grandfather bonding during an unsuccessful fishing trip. They don’t catch many fish but they spend some quality time together—and Sobeys supplies them with the food needed to make up for their fishing disappointments.

READ: Sobeys campaign celebrates food and family

According to Sobeys food is often a part of those magical family moments.

e know food becomes central to creating joy during the holidays. Our campaign celebrates the moments—big or small—that bring us closer together as a family, and it's the food we prepare for the ones we love that help feed these moments, especially during the holidays,” said Lessard.

The co-star of the ad is an original version of Serena Ryder’s song “Calling to Say” with lyrics updated to more closely match the ad. Ryder was also featured in the summer campaign for which she covered the Fleetwood Mac classic, “You Make Loving Fun.”

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