Sobeys × Air Miles
Turn Groceries Into Rewards Campaign
The Challenge
Sobeys was seeing a decline in participation and redemptions within the
Air Miles loyalty program. As one of more than 300 Air Miles partners, the brand needed to remind shoppers of the program’s value and reinforce the wide range
of rewards available.
The campaign also needed to cut through the visual clutter of the grocery environment and ensure the Air Miles program remained top of mind throughout the entire
in-store experience.
The Idea
Reframe everyday grocery shopping as a gateway to meaningful rewards.
The campaign positioned routine purchases as the starting point for a much larger reward journey – from attainable everyday items to aspirational experiences like travel and premium electronics.
The idea was expressed through simple, visually driven creative that transformed familiar grocery products into recognizable reward items, reinforcing the message that every grocery trip could unlock something bigger.
The Creative
The campaign used bold, minimal visuals to illustrate groceries evolving into rewards.
A cupcake revealed a music player.
A fortune cookie revealed a gift certificate.
Produce transformed into a travel experience.
Each visual paired a familiar grocery item with a recognizable reward, helping shoppers quickly understand the breadth of what Air Miles points could unlock.
The simplicity of the creative allowed the campaign to stand out within the busy retail environment while clearly communicating the value of the program.
The Work
In-Store POS
To reinforce the campaign throughout the shopping journey, a comprehensive in-store POS system was developed for Sobeys locations nationwide. The work spanned multiple touchpoints across the store environment, ensuring the message remained visible from aisle to checkout.
Below are a few examples from the broader campaign rollout.
The Execution
The campaign rolled out nationally across Sobeys locations as an integrated
in-store POS system.
Campaign elements included:
• shelf talkers
• aisle violators
• hanging signage
• checkout signage
• promotional flyers
The system ensured the Air Miles program remained visible from store entry through checkout, reinforcing the message throughout the shopping journey.
The Impact
The campaign helped strengthen loyalty engagement by reminding shoppers of the value and breadth of the Air Miles rewards program.
The work increased awareness of available rewards, encouraged redemptions, and reinforced the program’s relevance within the grocery shopping experience.
The campaign was recognized with a Summit Creative Award – Silver.
My Role
Art Direction
Design
Art direction of the campaign concept and development of the visual system used across the national in-store rollout.