This Canada Day, grocery giant Sobeys, part of Empire Company Limited, said it is leaning into what it does best: bringing Canadians together over great food and a shared sense of pride.
With that spirit in mind, Sobeys recently launched the “So Canadian Picnic” – a social-first contest that celebrates the country the brand has called home since 1907. The campaign taps into the power of community, local suppliers, and summer tradition, and includes:
· Grand prize picnic experience: Two lucky winners will each receive a hosted picnic for up to 25 friends and family. The experience includes an oversized, limited-edition Sobeys picnic blanket shaped like the Canadian map, a fully catered menu featuring Canadian-inspired dishes and seasonal favourites (including Compliments products), and summer-themed activities.
· Limited-edition picnic kits: 30 additional winners will receive a custom So Canadian Picnic Kit filled with Canadian food items, including Compliments products. Each kit also includes a Canada-shaped picnic blanket and a reusable picnic basket.
· Local supplier spotlight: The campaign also highlights Sobeys’ incredible network of Canadian suppliers, whose products are featured in both the kits and the grand prize celebrations.
The So Canadian Picnic builds on the momentum of Sobeys’ So Canadian brand campaign launched earlier this year, marking the next chapter in the company’s storytelling. It brings to life what it means to be Canadian through integrated social, influencer, and PR engagement.
Canadians can enter the contest until June 16 (11:59pm ET) by following @sobeys on Instagram and/or Facebook, liking the contest post, and commenting on how they’re celebrating Canada Day this year – and tagging a friend they’d bring to their dream picnic.
“Hey Canada, picnic season is finally here! And we’re giving away 30 So Canadian Picnic Kits and 2 lovely Picnic Experiences! Each kit comes packed with Canadian products and a limited-edition, Canada-shaped picnic blanket. And if you’re one of our 2 grand prize winners, you’ll get a private picnic for you and up to 25 friends and family—complete with delicious food, fun activities, and one giant Canada-shaped blanket to kick back on,” said the company in an Instagram post.
“We’ve been Canadian through and through since 1907, and if there’s one thing we know, it’s that Canadians love a summer picnic. So, we’re here to help make yours extra special! Gather your loved ones, savour Canadian products, and soak up some sunny moments together.”
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A note to the individual repeatedly posting comments about eggs on this Retail Insider article: all comments are moderated and will not be approved. Due to the volume of spam, previously posted comments have also been removed. Please refrain from further attempts.
Canadian picnics don’t involve supporting companies that sell eggs from caged hens in 2025.
Dear Mr. Patterson, asking and encouraging a company like Sobeys to sell products that are kinder for the animals they get it from is not “spam”. If many customers are asking for these improved products, shouldn’t your company consider the request at least ? 🙂
Thank you for listening to us 🙂
Absolutely, I got the press release and I support ethical eggs/the messaging — my issue was the dozens of comments all at once, I have to approve them myself and it was a bit chaotic.
Sobey’s – Keep your promise to the animals that are suffering at your expense. Go Cage Free now!