Sobeys unveils its new brand positioning with Jamie Oliver

Sobeys launched its new brand positioning for its Sobeys banner stores today, with the tagline "Sobeys Better Food for All."

In August, Canada's No. 2 grocer said it was partnering with U.K. celebrity chef turned food crusader Jamie Oliver to help Canadians eat better. The grocer planned to launch a new marketing campaign that included changes to its stores.

READ: Sobeys partners with Jamie Oliver

Sobeys' soft launch of the initiative will roll out today and feature four pillars aimed at exploring the world of better food.

Doug Brummer, senior VP of marketing at Sobeys, said this new launch is about understanding different peoples' needs and lifestyles, from those seeking fresher products, to family friendly meal solutions to time saving food offers.

"This is about providing choice to customers and encapsulates the different need states of consumers," he said.

The first pillar of the brand positioning is around the enjoyment of fresh and tasty food. Brummer said the grocer is organizing products differently in store, with signage and more information at store level.

For example, tomatoes will be grouped by sweetness, making it easier for customers to make choices.

Potatoes will be displayed by their recommended usage (baked, mash, etc). There's also a new all-natural artisan bread program as well as a "Sobeys Better Ingredients" sections in the grocery department, featuring premium-quality oils, pastas and teas.

The second pillar will be around shopping for healthy and wholesome products. Sobeys has increased "Natural Source" sections in its grocery departments with products that are free from artificial flavours and preservatives.

In larger stores, a section is being dedicated to natural products.

Consumers will also find more sustainable product offerings. Sobeys says it is the first major retailer in North America to offer Certified Humane chicken, pork and beef.

Brummer said the grocer will offer certified humane products from providers such as Quebec's du Breton pork and Blue Goose poultry.

The last pillar of the launch is around saving time. From in-store to online, customers will be able to get tools, tips and recipes to prepare healthy, affordable meals at Sobeys' stores from staff and from in-store recipe cards and ideas.

To coincide with the in-store changes, Sobeys' website has also been relaunched, and a Sobeys mobile app will be introduced Friday. Designed for iPhone, the app will provide shoppers with meal ideas, information on what's new and in-season at Sobeys this week, and a smart shopping list features.

Earlier this week, Metro Inc. launched its own app. Loblaw's launched a loyalty program app in June.

Brummer said Sobeys has redesigned its flyers in Ontario (as of today), and Atlantic Canada (tomorrow).

There's a "better food news" flyer insert that will be introduced next week, he said. It will feature recipes, cooking tips and product information, such as the "better food switch" suggestions in which everyday items can be switched up with something that's better for you.