Sobeys’ serenade to summer

Gravity Partners' spot shows that summer is about more than grilling and swimming.
Sobeys Summer

For some, nothing says summer quite like kicking back on a beach somewhere, or jetting off to an exotic, faraway land. But for many, the most special summer memories are made in your own back yard.

Sobeys launched a new series of TV spots as part of its “Get More Summer” marketing campaign. While many of the spots centre around Sobeys’ summer-friendly products, like meats and BBQ sauce, the main 30-second spot entitled “Hit Send on Summer” captures the feelings of excitement, lightness and youth present for Canadians during summer.

The commercial shows a family eagerly anticipating the arrival of their hardworking mother, prepping their back yard with a makeshift tent and plenty of food. Trinh Tham, VP of integrated marketing at Sobey’s, said the campaign recognized that “a filled grocery bag is about more than just food – it’s an entire weekend of possibilities, experiences and memories.”

On top of the TV spots, Sobey’s is communicating the campaign through social videos, digital ad placements, a custom branded summer magazine and in-store activations, as well as a product integration on the Marilyn Denis Show.

The campaign creative was conceived by Gravity Partners Ltd., while the summer magazine was developed in collaboration with TC Media and Tavanberg. UM headed the media planning and buying.


Client: Sobeys
Advertising agency: Gravity Partners Ltd.
Custom content: TC Media, Tavanberg
Media buying: UM
PR: FleishmanHillard HighRoad