Build Sobeys’ equity and credibility as leaders of a better food movement. Helping Canadians eat, feel and do better.


Chef Jamie Oliver’s evangelism about the benefits of home cooking with simple ingredients, as well as his promotion of animal welfare, made him the perfect choice as a spokesperson given his strong fit with their brand mission.


Position Jamie as the coach empowering Canadians to cook fast wholesome meals at home. Sobeys becomes the hero with solutions to help achieve this goal. This partnership was promoted across the buyers’ journey through advertising, in-store and on-shelf.


The partnership between Sobeys and Jamie Oliver resulted in an impressive private label growth. Sales increased 1.3% in the first year of the partnership.

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