Sobey’s Christmas Let it Snow

The latest Sobey’s Christmas ad will tug at your heart.

Sobey’s Christmas ad is building on its families-first positioning with a new holiday campaign centred around the dining table.

In the national “Let it Snow” campaign, a brother goes out on a grocery shopping run to recreate a snowman indoors using food. When enjoying winter is out due to uncooperative weather.

“Family and food are at the heart of everything we do,” says Sobeys’ Guylaine Lessard, VP of brand strategy and planning. “We know that food becomes central to creating joy around the holidays and our campaign celebrates moments that bring families closer together.” This Sobey’s ad is part of the strategy of family first.

Target audience

The target, Lessard says, is budget-conscious families from coast to coast. The goal, she says, was to build strong emotional connections.
The “Let it Snow” ties into the brand’s “Gone Fishing” family bonding approach, but also via Canadian singer/songwriter Serena Ryder, who recorded a Fleetwood Mac cover for the summer campaign. For this holiday effort, Ryder adapted the lyrics of her own song “Calling to Say”. To add a strong emotional element to the campaign.

Running nationally until December 26, “Let it Snow” features 30- and 60-second spots in conventional TV programs. The 30-second spot will also run during previews in Cineplex theatres. A great place for family get-togethers over the holidays, according to Lessard.

The fully integrated campaign will include in-store POS and decor, which reinforce key family products and categories. There is also digital and social media to support and an associated website with holiday inspiration.  Ryder’s new recording of “Calling to Say” is also available on Spotify.

To see more creative ads, check this out.