Sobeys Inc. recently unveiled a brand refresh for its Compliments label that reflects a shift in how Canadian shoppers define value: quality, innovation, consistency, and a sense of care.
Anchored by the tagline “We’re Full of Compliments,” the new platform captures the brand’s fun, approachable character and its presence across the entire grocery shop, bringing a more optimistic expression grounded in the belief that grocery shopping should feel good. From meals shoppers feel good serving to snacks that reliably deliver, Compliments is positioned around adding a little positivity to everyday life through quality products.
To bring the new brand platform to life, Sobeys launched a fully integrated omni‑channel campaign spanning OLV, DOOH, paid social on Meta and Pinterest, and a national partnership with Andy’s East Coast Kitchen across TV, digital, and social. PR and influencer activity accompanied the launch, alongside an in‑store brand presence and amplification on Flipp. The campaign was developed in collaboration with agency partners Marks (creative), UM (paid media), and North Strategic (PR, influencer). Together, these efforts underscore Sobeys’ broader strategy to manage Compliments as a long‑term brand asset and a key driver of differentiation and full‑basket loyalty across its banners.
Stacie Sopinka, VP, Own Brands, Sobeys Inc., said the refresh was informed by an evolution in how Canadian shoppers define value.
“Shoppers are increasingly looking beyond price – seeking quality they can trust, exciting new products that keep pace with their lifestyles, and brands that deliver quality and reliability across the full shop. The Compliments refresh reflects this shift, updating how the brand shows up to reflect the priorities of Canadian families, while reinforcing its role as a trusted choice across the full grocery shop,” she said.
“The positioning formalizes principles that have long guided Compliments, while sharpening how they are applied across product development and the in-store experience. Quality and innovation continue to be core, whether through new meal solutions, clean ingredient options, or products that support evolving dietary and lifestyle needs. In merchandising, the refreshed brand identity brings greater visual cohesion across the shelf, reinforcing Compliments as a brand that delivers quality and value across categories.”
Sopinka said the refreshed strategy creates a more distinct brand experience that brings Compliments to life on pack and in store, engages our customers, and simplifies their shopping experience.
“That cross-category presence is what drives and builds deeper basket loyalty and drives full-shop engagement,” she said.
“Success will be evaluated through a combination of performance and engagement metrics. This includes monitoring sales trends, category performance, and share, alongside indicators of brand health such as awareness, consideration, and shopper engagement across channels. Given the omni‑channel launch, from in‑store and digital to paid media and partnerships, we are also assessing how the refreshed brand resonates with shoppers throughout the full path to purchase, and how it supports long‑term loyalty.”
Sopinka said partnerships, influencer activity, and in-store execution bring the refreshed Compliments brand to life in a credible, relevant way, highlighting new, exciting product launches and extending the brand’s presence beyond the aisle.
“Together, they strengthen visibility and trust, allowing Compliments to compete on quality, value and credibility,” she said.
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