A novel TV debut for a novel store concept

Sobeys

Voisin is a neighbourhood store brand developed by Sobeys Quebec, with over 100 independent retailers.

  • TV ad
  • Radio ad
  • POS material
  • Web banners
  • Social media campaign
  • Media strategy

    • Food and fill-ups

    Camden has worked with Sobeys since 2014. A year later, we were asked to develop a new brand platform for their Voisin neighbourhood store chain in Quebec, a new retail concept where gas fill-ups and hearty food choices would co-exist.

    Built around a brand-new slogan, "On en a toujours besoin," ("Whenever you need us") a multi-channel campaign was launched, which included TV and radio ads, POS material, web banners and social media content.

    Campagne multicanale pour Voisin par l'agence de publicité Camden à Montréal

    Into the spotlight

    The TV ad, produced in 60- and 15-second versions and set to an original music composition, shows busy people caught up in an all-too-familiar struggle to find delicious meal options on the go.

    • The TV ad by Camden Montreal
    • The TV ad by Camden Montreal

    One-stop shop

    Our client's debut would have to engage with people on an emotional level to snap up some in-store time from their busy schedules. So we crafted a simple but familiar narrative, intersecting three characters and their stories within a 60- or 15- second window. Shot in a plot-driven, cinematic style, the ad concisely conveys the brand’s core mission: to meet the need for both convenience and wellbeing in one retail location (that Quebecers would come to know as Voisin).

    • POS by Camden Montreal
    • POS by Camden Montreal
    la Pensée rebelle

    “Convenience store ads tend to stick to a certain rhythm and tone. We opted for a wordless soundscape and introspective, true-to-life acting style to accurately capture the decision-making process behind every meal choice – and give the audience some breathing room. Respect for consumer intelligence is at the heart of our creative strategy.”

    Mathieu Bédard, President

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