Lowering Food Prices


Grocery wars were heating up in Canada and Sobeys Discount banner, FreshCo, wasn’t getting its fair share.

Despite offering some of the lowest prices in the market, less than one-third of discount grocery shoppers believed it. Ahead of aggressive expansion plans, we reinvented the brand to attack this perception problem head-on. Everything from advertising to store signage to logo and tagline was redone to strip out any unnecessary flair and state the truth: FreshCo is lowering food prices.    


Brand Strategy. Connections Strategy. Design. Creative. Production.  


new FreshCo stores opened with a line wrapped around the building

  • All 5

million earned media impressions as a result of Local and National media coverage

  • 18.1

of people considered shopping FreshCo after seeing the advertising (up from 69% before the campaign period)

  • 87%

believed the ads clearly communicated good prices and value

  • 87%

exceeded sales projections at the highest-performing new FreshCo stores

  • +20%