(TORONTO, September 25th, 2017) - Toronto-based marketing planning agency, Gravity Partners Ltd. and strategic media agency, UM Canada, have created a campaign “Everything Made Easy” to drive awareness and trial of Sobeys’ and Safeway’s EASY MEALS, a new line of ready-to-cook and ready-to-heat home meal replacements, launching September 18th, 2017 and running across Canada.

The digital first media approach is aimed at connecting with Sobeys’ and Safeway’s core consumers in moments that matter most to them, by providing time-strapped consumers with simple and delicious meal options. EASY MEALS makes it possible to serve quality dishes when consumers need them most. Media placements in social and other digital platforms will ensure that Sobeys’ and Safeway’s message is seen by the right consumer in the right moment.

“Championing a digital first approach allows us to find and capture high value audiences that are most likely to convert. By leveraging high impact placements we are able to better connect with consumers in a mobile first environment.” says VP, Client Business Partner of UM, Petra Moy.

Gravity Partners and UM worked together to highlight the convenience and quality of EASY MEALS through the media delivery. With social at its core, the campaign will come to life through the launch of four short format 15 second videos “Working Late”, “Yoga”, “Hockey” and “Taste of Home” - boosted by social posts that highlight very specific moments where EASY MEALS make sense.

“In the age of more personalized media, we are using data and insights more and more to better target individuals in much more relevant ways.” says Co-CEO of Gravity Partners, Leigh Himel.

Taking a strategy-first approach to developing the campaign, Gravity Partners started by conducting cross-border competitive research and social listening on the target audiences, which reinforced the human truth that not everyone has the time or the skills to prepare something from scratch. Sometimes life requires less prep, and more options… takeout can’t always be the solution. This was the inspiration behind the creative “Everything Made Easy”, showcasing how Easy Meals makes mealtime simple for each of the target audiences.

As well as creating the launch campaign, Gravity Partners also developed the product name, logo, brand elements and key messaging, which were rolled out to proof of concept and executed alongside TruInc. (for web development), Fish out of Water (for package design) and Xerox (for in-store POS).

About UM

UM is a strategic media agency committed to proving that media is a topline growth driver as much as an efficiency play. We believe that better science and better art deliver better outcomes for our clients. We deliver science through the transformational power of business analytics and real-time data intelligence. We deliver art through creating moments that matter in media to deliver momentum for brands. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries, with more than 5,000 people innovating on a roster of global clients including Johnson & Johnson, Fiat Chrysler Automobiles, The Hershey Company, AB InBev, Tim Hortons, Sony, Fitbit and Sobeys Inc.

About Gravity Partners

Gravity Partners is not a traditional “advertising” agency, we’re a marketing planning agency. It’s our belief that if you don’t have the right strategy, nothing else matters. We focus on driving sales results and efficiencies across connected marketing ecosystems. Our strength is in collaborating with clients to create brand platforms, content and data driven communications that work across the customer journey.How do we do this? We Operationalize Brands. In today’s world, Brands need to be experienced based. They need to be omnipresent. They need to be human. And so does your marketing and communications.We are creating the next generation agency, and have one of the smartest, most multi-disciplinary teams in the business, with innovative thinkers with broad and deep experience in digital, social and brand – from insights, strategy and marketing to advertising, product development and design.Founded in 2011 by Jordan Herald and Leigh Himel, Gravity Partners has become one of the fastest growing marketing agencies with clients such as Sobeys Inc., Coca-Cola, Simply Orange, NESTEA, Synaptive Medical, GSK, League, The Glenlivet, Absolut Vodka, Campbell Canada, TELUS, TELUS Consumer Health, Corby Spirit & Wine Ltd.Please visit us at http://www.gravityltd.com

For enquiries about the EASY MEAL campaign, please contact:

Aly Ruizhank PRaly@hankpr.com647.297.9124