As one of the few industries still operating during the shutdown period, grocery has become a lifeline for communities across the country. It is also experiencing a surge in consumer demand, with front-line employees risking their personal health to serve customers.

UM and Sobeys’ “One Big Family,” a new video campaign about the grocery chain’s newly created Community Action Fund, is empowering its more than 1,500 food and drug stores across Canada to address their community’s most urgent needs during the COVID crisis through food bank donations, gift cards, meals for at-risk people, etc.

The ad debuted on social media, and made its way to broadcast. Sobeys is also asking Canadians to share their family stories on social channels, using the hashtag #OneBigFamily.

Watch the campaign video here and read the full article in The Message here.