Sobeys’ 'So Canadian' spot delivers patriotic message

As a trade war between Canada and the U.S. looms, Sobeys is reminding shoppers of its Canadian roots.

The company's “So Canadian” spot—a play on the Stellarton, N.S.-headquartered grocery chain’s “So.be.it.” brand platform—taps into the “buy Canadian” trend sweeping the country.

“Over the past few weeks, something incredible has happened in Canada,” a voice says at the start of the ad, as viewers get a peek at new “So Canadian” in-store signage. “We were reminded of what we already knew: that standing united is important.”

Michael Medline, president and CEO of Sobeys parent company Empire Co. Ltd., recently told Canadian Grocer: “Through every communication channel we have at our disposal, Canadian products will have even greater prominence on our shelves, in flyers, in online communications, and through our advertising.  And when customers step into one of our stores—from Sobeys to IGA, Safeway to Thrifty Foods, Farm Boy to Longo’s, Foodland and FreshCo—they’ll be able to find a local or Canadian option for just about everything on their list.”

Watch the new “So Canadian” ad below: