SEASONAL CAMPAIGN | ART DIRECTION | PHOTOGRAPHY | PARTNERSHIPS
Sobeys summer campaign
Our objective with "Feed the Dream" was to create a powerful and emotive brand platform that would not only raise awareness of our Olympic partnership but also strengthen our brand equity, drive sales, and boost employee engagement at all levels of the organization. This campaign served as the upper-funnel component of our marketing strategy, complemented by mid and lower-level initiatives that featured a curated selection of "Try Me" products, providing customers with compelling reasons to choose Sobeys over other retailers.
We created a major impact by using disruptive out-of-home dominations in the lead-up to the games, along with out-of-home takeovers and inspiring in-store POS displays. Additionally, we brought our Olympic trucks to the streets, ensuring a strong physical presence and further amplifying our messaging to reach a wider audience.
THE SUCCESS:
Our full-funnel campaign, developed in partnership with BBDO, FCB, SJC, and our in-house creative team, was a resounding success. By strategically linking our Olympic partnership with our seasonal food campaign through a consistent design system, our key sponsored products and our "Try Me" assortment, we delivered a truly impactful and compelling campaign across the customer journey.
WHAT MY TEAM DELIVERED
- Brand platform in partnership with BBDO
- Easy to use design system
- Art Direction
- Photography and video direction
- 360 omnichannel design and production
- POS
- Content Strategy
WHAT WE ACHIEVED
- New brand platform
- Design system
- Strengthened brand equity
- Increased engagement
- Heightened shopping consideration and increased sales