Sobeys
Company Info
Brands
Ranking 2025
2024 Rank
#10Agency Partners 2025
The Work
Sobeys launches nostalgia-driven campaign with its 1987 jingle
Empire lives and feeds the dream for Team Canada
FreshCo creates a new foodie adjective for bargain hunters
Sobeys’ brand platform to be integrated across sponsorships, loyalty, instore
In the News
-
Marketers on the Move: Strategist Marie-Anne Abboud returns to EDC
Export Development Canada adds senior marketer Marie-Anne Abboud is starting a new position as senior strategist of brand campaign at Export ...
-
IGA campaign returns with a gift box inspired by its animated film
IGA’s animated holiday spot, “Paolo’s Wish,” features a family reuniting around the dinner table after a bitter spat, with the ...
-
Protein Candy launches via Sobeys and Circle K stores
The brand is targeting health-conscious millennials and avid gym-goers.
-
Microbrewery bringing attention to Alberta wildfires
Best of Kin is crafting a limited edition lager to fund reforestation efforts.
-
In Brief: Nissan Canada names Veritas its comms AOR
Plus, FoodHero and Celsius partnerships.
-
Empire reports Q4 slump, but Scene+ loyalty surpassing KPIs
Voila also posted a big boost, but the company warns that ecomm space is smaller than anticipated.
-
Industry Moves: Porta appoints Jason Cassidy as president
Plus, Venturepark Labs renews Sobeys partnership.
-
New Establishment Agency: FCB’s Daisy Qin gives back as much as she takes in
Qin is finding her place in the industry while helping to build the shop's influencer capabilities.
-
Empire reports Q3 profit boost and Voila sales spike
The company says same-store sales increased 2%.
-
Sobeys, Safeway makes big bet on Canadian seafood
The retailers' buy-local marketing program has undergone a significant transformation as they look to drive industry growth.
-
2023 Design AOY Silver: Sid Lee’s synergy strategy
When it comes to the creative work that agency goes after, it very much keeps its people in mind, pitching for work that they’re excited about.
-
The glass is greener at Greenhouse
From the C-Suite newsletter: The company is trying to break up the toxic relationship the beverage industry has with plastic.
-
Sobeys’ new brand platform embraces the unpredictability of family life
"SoBeIt" puts a positive spin on "food adventures" that become cherished memories.
-
Empire’s profit grows in Q4 as Project Horizon wraps
The grocer is also integrating Grocery Gateway into Voila, which is expanding into Western Canada.
-
Conservation group scolds grocers over salmon labels
SeaChoice found that most banners are slipping on seafood sustainability and relying on misleading labelling.
-
Most-read of 2022: Brand
From CMO strategies to privacy scandals and price disputes, here are the stories readers were most interested in.
-
Empire’s profits spike as inflation remains persistent
The growth of Voila, Farm Boy and FreshCo is keeping the company's Project Horizon goals on pace.
-
FreshCo helps keep Empire’s Q1 sales growing
The company also says its private labels are surging, while ad spend will be consistent with, or lower than, last year.
-
BioSteel hopes its Blue Jays LTO is a hit
The sports drink leans into its latest high-profile sponsorship with another exclusive.
-
How Bro Dough’s fortunes are rising in grocery
From Shopper Marketing Report: The edible cookie dough has gained traction through its founder's TikTok posts.
-
Empire becomes co-owner of Scene+
Sobeys' parent company is transitioning from Air Miles as part of strategy to evolve its loyalty offering.
-
Empire boasts ‘highest earnings per share in memory’
Investments in Voila and private label are continuing to drive big growth for the parent company of Sobeys and IGA.
-
ICYMI: Strategy Magazine’s Marketers of the Year
Mandates for brand leaders at Sobeys, Arterra, BMO, SAAQ and Canadian Tire continue to grow fast and vast.
-
Sandra Sanderson flips the script at Sobeys
How the Marketer of the Year led sweeping changes across grocery banners and marketing teams coast to coast.
-
Most-read of 2021: Shopper Marketing Report
From new products to new ways to use promo spend, the stories SMR readers were most interested in this year.
-
Empire’s earnings drop in Q1, but growth is on the horizon
The parent of Sobeys, Farm Boy and FreshCo says it plans to expand its click-and-collect offering in up to 85 additional stores.
-
Air Miles and Voila bring a points partnership to life with popsicles
With help from Happy Pops, a co-branded sampling truck has been promoting the loyalty program and delivery platform.
-
Sobeys grows excitement for produce with in-store farms
From Shopper Marketing Report: Having gardens in-store will cut the grocer's carbon footprint and capitalize on home cooking.
-
Why grocers and restaurants are teaming up on prepared meals
Retailers are bringing more culinary chops to stores to enhance their meal offerings.
-
Empire grows its ecomm business with Longo’s purchase
The deal, structured so the Sobeys parent co will achieve sole ownership over time, includes developing Grocery Gateway independently of Voila.
-
How Oliver & Bonacini helps Voila’s differentiation
Pre-cooked meals from the upscale caterer, prepared in Farm Boy kitchens, aim to show innovation in delivery isn't just about fulfilment.
-
Most-read of 2020: Magazine
The most popular stories from our print edition include features on companies like Bell, Telus, Sobeys and Knix, plus how brands are adapting to a gender-fluid future.
-
2020 Brand of the Year: Sobeys’ grocery delivery mic drop
This year the company showed up in the ecomm space, while spending big on marketing for its banners.
-
Sobeys’ Michael Medline says it’s time to ‘innovate or die’
The CEO promised to more than double the number of products on Voila and expand the delivery service to Western Canada.
-
Sobeys launches its largest-ever private label campaign for Compliments
The company is pulling out all the stops to support a key pillar of its new transformation plan.
-
FCB Canada adds a new creative team
Mary MacLeod and Patrick Gravel join to support new assignments from Sobeys and McCain Foods.
-
A look at Empire’s plan to take on rivals
Sobeys' parent co is behind on grocery delivery and analytics, but experts see potential in the grocer's new three-year strategy.
-
Empire’s private label penetration is growing
Trends the grocer was seeing prior to the pandemic have been amplified, including the demand for its Voila delivery service.
-
Grocers raise pay and boost safeguards for frontline employees
How the changes fit with priorities currently important to public perception.
-
Shoppers react to Sobeys’ plastic bag elimination
Field Agent polled Canadians who visited the grocer last weekend to see how their habits were impacted.
-
Sobeys rolls out sensory-friendly shopping nationally
The grocer expands a pilot project to make all of its stores more inclusive of people with autism or other health considerations.
-
Grocers get vocal about local
From Shopper Marketing Report: How Metro, Sobey's, Longo's and Loblaw are expanding support for domestic producers.
-
Sobeys puts eggs in Smart Cart basket
The grocer gives the skinny on how it will pilot the first-ever intelligent shopping cart in Canada.
-
FreshCo expands Chalo! grocer to B.C.
The Sobeys banner expands to new markets as it looks to reach a growing South Asian population.
-
Sobeys plans to eliminate plastic bags early next year
The Empire banner would become the first national chain to do so amid growing consumer concern over plastic waste.
-
Sobeys builds on Special Olympics partnership
The grocery retailer rolls out a two-week effort to raise $1 million dollars for communities across the country.
-
IGA brings tattoos to life with AR
Sid Lee used Facebook features families already know to make engaging with a charitable campaign as simple as possible.
-
Sobeys, IGA, M&M get into delivery
The retailers announce plans for proprietary and Instacart-partnered grocery delivery services.
-
MorningStar Farms ready to veg out
Popular veggie burger maker brings U.S. offerings to Canada.
-
Sandra Sanderson joins Sobeys
The former Walmart Canada CMO takes over marketing as the grocer continues its transformation plan.
-
Corner Office Shifts: New leaders at Sobeys, Tangerine
A round-up of senior-level changes you may have missed.
-
SickKids and Cossette take CASSIES Grand Prix
The awards celebrated the industry's most creative results-driven work at a Toronto gala Wednesday night.
-
CASSIES Silver: Sobey’s unleashes the Christmas spirit (again)
Gravity Partners wins two awards for helping the grocer refresh a classic holiday ad.
-
Do Canadians still trust their grocery stores?
After allegations of bread price fixing, a survey shows existing relationships might help grocers ride out an ongoing scandal.
-
Sobeys partners with Ocado on grocery delivery
The announcement comes as grocery retailers compete to attract customers through new online shopping options.
-
Sobeys serves up new ready-made meals
The retailer targets the time-strapped with a new in-store offering and complementary digital campaign.
-
Inside Sobeys’ cross-country journey
From a regional chain to the country's second-largest grocery company, the Atlantic Canadian retailer has seen mammoth growth in its 110 years.
-
The omnichannel future of grocery
Digital grocery shopping faces a number of challenges. But the supermarkets are taking it on anyway.
-
IGA Quebec launches mobile app
The grocer aims to complement its e-commerce offering with new features like scanning products to add to shopping lists.
-
Sobeys aims to make green easy
The retailer's new in-store program eschews talking up the benefits of produce and instead focuses on showing consumers how to incorporate it in their meals.
-
Did Target understand the Canadian market?
The retailer's problem was not just a lack of products, it was not using those products to differentiate itself, experts say.
-
AOY Silver: Rethink digs up winning ideas
From "piss off Putin" briefs to uber-successful Molson Canadian fridges, this Toronto agency is basking in a glowing year.
-
Launch! adds retail might to its ranks
The shop has brought in new blood to lead retail strategy and planning for its Dairy Farmers of Canada account.
-
Throwback Thursday: strategy in 1998
For our 25th anniversary, we're travelling through time. Guess which retailer opened a 24-hour store in '98 (hint: it wasn't Walmart).
-
Looking ahead in retail
From duelling discounts to foodie frenzy, Influence Marketing partner Martin Rydlo predicts the future for big retail brands like Walmart, Target and Loblaws.
-
Shopper Innovation Awards: Sobeys discovers better food for all
The grocery chain develops a Silver and Bronze-winning app to make the shopping experience easier for consumers.
-
Sobeys gets in the shopping-app game
The grocer is the latest chain to introduce an app that puts it loyalty card on a digital platform, as part of its overall repositioning push.
-
Sobeys’ star-powered healthy rebrand
The grocer's new "Better Food For All" positioning is being promoted through a partnership with celebrity chef Jamie Oliver and a large-scale multi-platform campaign.
-
Blue Goose ships in a fresh sampling program
The natural meats company transformed three shipping containers into take-out restaurants for Torontonians to try its products, and plans to launch a permanent store in early 2014.
-
The Strategic Milk Alliance milks every store moment
With help from Shopper DDB, the cross-Canada dairy venture unveiled 10 separate shopper marketing programs, including the introduction of milk fridges in non-dairy aisles.
-
Starts and changes
Target opens more stores and pairs up with Michael Buble, Sobeys picks up some gas, Canadian Tire gets into the small-format fray and Hudson's Bay tests out a retro look.
-
Shopper Innovation Awards: Tech breakthrough
McDonald's takes Gold, Rockland Mall's virtual fashion experience win Silver and Sobey's Moodie Foodie app takes Bronze.
-
Shopper Innovation Awards: Out-of-the-box retail
RBC takes the Gold for its new retail format, Walmart wins Silver for its Outdoor Living Centre and Sobeys takes Bronze for its Moodie Foodie app.
-
Design Report: The store of the future
What are the conditions that will shape the retail environment? We take a look at the biggest factors, and some retailers that are already addressing them.
-
Target to bring Archer Farms, Market Pantry and Up and Up to Canada
The retail giant is set to compete with the likes of Loblaw and Sobey's through its private label grocery and household lines.
-
Sobeys launches Moodie Foodie app
The grocery chain's new app lets consumers choose recipes based on how they are feeling at that moment.
-
Stops, Starts and Changes: Harry Rosen and Le Clos Jordanne pair up for Father’s Day
In this edition of our round-up, unexpected stops from the City of Toronto and Giant Tiger, anticipated starts from Loft and Target, and some changes from Sobeys and Canadian Tire.
-
Store stops, starts & changes
In this new, ongoing Shopper Marketing Report feature, we look at how retailers ranging from Canadian Tire to Microsoft Canada are opening, closing and changing store tactics.
-
Lawtons rewards healthy behaviour with Air Miles
Through the PROfile Health Club, the pharmacy is aiming to build customer loyalty while increasing education, prescription adherence and online and in-person habit tracking.
