Campaign details

Agency: Gravity Partners Ltd.
Advertiser: Sobeys Inc
Category: Seasonal

Section I — Case Parameters

Business Results Period (Consecutive Months): November 2016 – January 2017
Start of Advertising/Communication Effort: November 2016
Base Period as a Benchmark: November 2015 – January 2016
Geographic Area: Atlantic Canada
Budget 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 significant competitive threat and needed a program that was authentically Sobeys. To defend against an aggressive competitor in Sobeys' home market, a beloved brand asset was revived and reinterpreted. This increased brand presence during a financially and symbolically important season, measured by overall brand performance, brand affinity, emotional response, purchase intent, and gap to market.