Sobeys Star of Christmas

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Campaign details

Agency: Gravity Partners Ltd.Advertiser: Sobeys IncCategory: Seasonal

Section I — Case Parameters

Business Results Period (Consecutive Months): November 2016 – January 2017Start of Advertising/Communication Effort: November 2016Base Period as a Benchmark: November 2015 – January 2016Geographic Area: Atlantic CanadaBudget for this effort: $200,000 – $500,000

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

Sobeys is a national grocery retailer with strong Atlantic roots. After almost 110 years in communities across Atlantic Canada, Sobeys faced a...

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