UM and Empire launched a new campaign highlighting the grocer’s deep ties to Canadian producers, reinforcing its identity as “Canada’s family grocery store since 1907.” The campaign debuted with 30-second spots during the Canada-U.S. 4 Nations Face-Off, airing in English Canada for Sobeys. With rising consumer interest in Canadian-made products, the campaign features digital flyers, in-store signage, and a dedicated “Shop Canada” section on Voilà.
The ads showcase Canadian staples such as apples, bread, and eggs, subtly noting current U.S. egg shortages. The integrated media strategy includes placements across TV, CTV, social, and OOH.
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