Sobeys VP talks Compliments brand refresh, 'innovative' new products
Sobeys is betting on its refreshed Compliments brand to meet Canadians’ expectations for variety and value at the grocery store.
“It was the right time to modernize how Compliments appears in-store and across all channels, while staying true to the trust the brand has built over time,” Stacie Sopinka, vice-president of Own Brands at Sobeys, tells Canadian Grocer.
The grocer revealed the new-and-improved Compliments with an ad campaign in early March.
Shoppers no longer “define value by price alone,” Sopinka says. “They’re looking for brands they trust so that they can make confident choices at the shelf or during their shop. The refreshed Compliments brand reflects this evolution by combining strong value with a warmer, more fun and engaging expression.”
That warmth is evident in the brand’s new tagline, “We’re full of Compliments.” (The previous tagline, “We all deserve Compliments,” launched in 2020.) Campaign visuals tease a new, playful tone—declaring the customer (or is it the product?) to be “simply perfect" or "bursting with sweetness."
But the refresh goes beyond pleasantries, paving the way for new products. Following the launch late last year of Atlantic Canadian seafood under the Compliments label, Sopinka says this summer will see new offerings, including innovative beverages and frozen treats inspired by social media trends.
“The focus remains on expanding choice through new products and formats that align with how Canadians shop and eat today,” she says. “Compliments continues to be a growing portfolio, with ongoing innovation across categories to meet evolving shopper needs.”
The brand is also cultivating a more playful personality with complementary partnerships, such as Andy’s East Coast Kitchen, the digital platform of Halifax-based chef and MasterChef Canada finalist Andy Hay.
Sopinka says Chef Hay will play a “key role in bringing the Compliments brand to life through authentic, real-world food storytelling.” The partnership includes integrations with Andy’s East Coast Kitchen Crawl, a 12‑episode series (premiering April 6) that sees Hay search for meal inspiration in local kitchens.
“Across TV, digital, and social channels, Andy focuses on how Compliments products are used in meals, connecting the brand to how people cook beyond the aisle,” says Sopinka.
On the broader impact of the refresh, she adds, “Compliments has been part of Canadian routines for a long time, and this refresh is about giving that trust a stronger, more engaging expression. The same quality and value, now paired with a better look and feel.”
While Sobeys owner Empire Company Ltd. said late March it will remove some signage highlighting homegrown products, Sopinka says Compliments will continue to make Canadian sourcing central to its brand story.
“We have a longstanding commitment to supporting Canadian suppliers across our product assortment. That commitment reflects both the strength of our supplier relationships and the clear preference Canadians have for homegrown products,” she says.
The campaign was developed in collaboration with agency partners Marks on creative, UM on paid media and North Strategic for PR and influencer outreach.
