Sobeys was struggling to standout in the grocery space and resonate with Canadians, despite its tagline being “Canada’s Family Grocery Store”. We had to give Sobeys something to say and something to stand for that felt real for real families. “So Be It” became our positive POV on the daily misadventures of family life. Because no matter how messy, chaotic, or unpredictable your day becomes—you’ve got this, and Sobeys has just what you need to turn it all around.
ACD & Art Director: Sally Fung
ACD & Copywriter: Sara Radovanovich
Creative Director: Troy McGuinness
Chief Creative Officer: Nancy Crimi-Lamanna
In OOH and In store we modernized Sobeys look and focused on storytelling moments that followed a construct using the Sobeys “S”.
We also created a Sobeys font to complete the brand refresh and tie it all together.
