Sobeys unveils Compliments brand refresh

Sobeys is breathing new life into its Compliments private label brand.

The grocer has revealed a refresh for its Compliments label—a label with products ranging from snacks to appetizers, meals, fresh meat and beverages—one the it says reflects a shift in how Canadian shoppers define value: quality, innovation, consistency and a sense of care.

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The tagline "We're full of Compliments," anchors the new branding to capture the fun, approachable character and, according to Sobeys, is grounded in the belief that grocery shopping should feel good.

Sobeys has launched a fully-integrated campaign to amplify the brand revamp along with a national partnership across TV, digital and social channels with Andy's East Coast Kitchen, a digital platform created by Halifax-based chef and MasterChef Canada finalist, Andy Hay.  

The efforts underscore Sobeys' broader strategy to manage Compliments as a long-term brand asset and driver of full-basket loyalty across its banners.