Voilà’s latest marketing campaign brings together Empire Co. grocery brands

Voilà’s latest marketing campaign brings together Empire Company Ltd. grocery brands to tell the story of collaboration under one delivery service. 

The campaign centres on a Voilà delivery from which an animated 'delivery crew', representing each grocer, hops out alongside the driver. 

“This humanized approach showcases the powerful collaboration much more effectively than just a logo lineup,” says Mohit Grover, senior vice-president of e-commerce, Empire Company Ltd. 

In Ontario, the campaign focuses on Sobeys, Farm Boy and Longo’s. In Quebec creative, the same strategy was employed but with IGA and an added focus on local businesses. The targeted focus for the campaign is primarily on the Greater Toronto Area and Montreal.

Grover told Canadian Grocer that “this was a highly collaborative effort driven by Voilà’s own teams. The in-house creative and marketing teams established the strategy and concept, working hand-in-hand with the brand leads for Sobeys, Longo’s, Farm Boy, and IGA to ensure authenticity.” 

Grover also notes the campaign’s focuses on relaying the delivery service’s features including “the combination of everyday value, no hidden fees, guaranteed freshness, and the fact that Voilà is proudly Canadian.”

The creative production was headed by Sid Lee and animation and character design were executed by SHED. 

The campaign is Voilà’s largest awareness push of the year and will run through the fall and holiday seasons and into the new year.