Audience Research
Brand Strategy & Development
National Media Planning & Buying
Production
Public Relations
Sobeys research showed that South Asians typically shopped at multiple stores, buying general produce and groceries at mainstream discount grocery stores and specialty ethnic items at smaller ethnic stores. Sobeys saw the opportunity and commissioned us to design and launch a one-stop discount grocery brand aimed at South Asians, the first ever big banner brand of its kind. Our challenge was to create a brand that made an emotional connection with the South Asian community without alienating other communities.