<p><img class="small-cropped-image" src="https://cdn.andnowuknow.com/legacySmallCroppedImages/Sobeys_better_food_for_all_sept_2013_BODY01.jpg" alt="Cropped images September 13th 2013" />Sobeys is launching new brand positioning for its banner of stores in its partnership with Chef Jamie Oliver to encourage and help Canadians discover healthier, better food experiences.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><I>Sobeys Better Food For All</i>, Sobeys new brand positioning tagline, is founded on four main pillars, according to a press release:<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><B>Enjoying Fresh and Tasty Food</b>:<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">· Tomatoes grouped by sweetness, making it easy for customers to make choices that are right for them<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">· Guaranteed-ripe avocados<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">· Potatoes displayed by their recommended usage, be it baked or mashed<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">· A new, all-natural artisan bread program<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><B>Shopping for Healthy and Wholesome Products:</b> Newly expanded Natural Source sections in Sobeys’ grocery departments, featuring products free from artificial flavors and preservatives<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><B>Choosing Sustainable Products:</b> Sobeys is now the first major retailer in North America to offer Certified Humane® chicken, pork, and beef, meaning the animal has been treated humanely throughout its life including a nutritious diet without antibiotics or hormones and has been provided shelter.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><B>Saving Time:</b> Sobeys will provide customers with the tools, tips, and recipes in store and online to prepare healthy, great-tasting, and affordable meals at home.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"> “It’s such an honor to be working with Sobeys as an official member of the team. Sobeys is a wonderful retailer that’s been bringing fresh food to Canadians for more than 100 years now, so it’s really exciting to be joining the team and helping to provide better food for all Canadians,” said Jamie Oliver. “Together we want to show everyone that making tasty, nutritious meals from scratch can be simple, quick, and affordable. By providing people with great quality produce and super useful tips and recipes, as well as arming them with essential cooking skills, our aim is to help people lead healthier, happier lives.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"> According to a press release, Sobeys customer research shows that 90 percent of Canadians believe a grocery store could play a role in helping them eat better.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding">“We know Canadians want to eat better, feel better and do better, and as a leading Canadian retailer, we have a responsibility to help them,” said Marc Poulin, President and CEO of Sobeys Inc. “We recognize that for some people eating better food means having an apple instead of a cookie. For others, it means finding ways to manage a health issue or discovering new products, ingredients, flavors, or recipes. We’re going to continue meeting the daily needs of Canadians but will also exceed their expectations by bringing to life a whole new world of fresh and fun ingredients.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"> An integrated marketing campaign featuring the <I>Sobeys Better Food For All</i> tagline began on September 12 and includes Jamie Oliver in various television and radio spots, online advertising and videos, and page takeovers. Sobeys is also launching Sobeys Better Food News, which will feature better food ideas, new ingredients, and timely recipes as a special four-page insert in the weekly Sobeys flyer and at the brand’s newly redesigned website.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href="http://www.sobeys.com" target="_new"> Sobeys </a></p><hr class="legacyRuler"><hr class="invisible minimal-padding">
