CLIENT
Sobeys Inc.
Talke Krauskopf, Director, Marketing Conventional and Community
Michael Belanger, Digital Marketing Manager
Ryan Shantz, Manager, Brand Marketing (Community & Thrifty Foods)
Trinh Tham, VP, Integrated Marketing
Laura Meneguzzi, Digital Content
Manager
Caren Cruz, Manager, Brand Marketing
Antonella D’Elia, Advertising & Content Services
Director
Erika Dehaas, Digital, POS & Media Director
Victoria Mulvale, Manager, Integrated Brand Marketing
Jennifer Simpson, POS Manager
Nina Abbott, Creative Services Manager
John Thompson, Consumer Insights Manager
AGENCY
Leigh Himel, Strategic Lead / Co-CEO
Sara Thomas, Broadcast Producer
Jordan Herald, Co-CEO
Mark Holden, Executive Creative Director
Linda Hua, Account Executive
Sophie Lander, VP Group Account Director
Megan Ballingall, Strategic Planner
Mark FItzgerald, Chief Connections Office
SUMMARY
Challenging Loblaws in their home province was ambitious for Sobeys but the biggest opportunity for growth. We had to “win” the Summer weekend grocery shop by encouraging our shoppers to spend more with each trip. We aimed to build Ontario weekend basket size by +1% YOY and increase Ontario weekend sales by +2% YOY. To do this, we created a differentiated, emotional campaign around the territory “Get More Summer”. Our campaign succeeded in winning Ontario summer weekend, surpassing our KPIs YOY by +3.8% in sales and +2.1 in basket size.
