Connecting food, family, and the holidays

During the holiday season, it can be difficult to stand out in the overcrowded grocery category. For Sobeys, the connection between food, family, and seasonal celebrations makes it one of the most important times of the year. We saw an opportunity to build brand affinity by inspiring a deeper emotional connection, resulting in a truly magical impression on the hearts and minds of Canadians.

Make believers out of all Canadians

We needed to cut through the overwhelming holiday clutter with more than just a campaign, but with a story that would capture the emotions of the holidays. The story of a little boy, whose wide-eyed innocence inspired his reluctant older sister and the rest of Canada to believe in the magic of Christmas.

Truly magical results

Holiday magic was sprinkled throughout a variety of media, such as retargeted ads, social videos of Santa in stores and Canadian communities, our online and in-store “Seek Santa to Win” contest, Spotify playlists, and shareable holiday cards. Customers and employees shared holiday memories over social, making engagement rates soar, and the online video got 1.6 million views. Brand affinity reached a 13-month high, outscoring the competition, and Sobeys became the #1 rated grocery brand in Canada.