Sobeys - Welcoming new faces to the neighbourhood

Welcoming new faces to the neighbourhood

Sobeys

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

  • Research and analysis
  • Employer brand
  • HR campaign concept
  • English and French copywriting
  • Media strategy
  • Campaign visuals

    • Neighbourly ambitions

    Voisin has been working with Camden for years.

    And in 2019, faced with a labour shortage and stiff competition for new hires,  the brand looked to our HR Marketing team to strengthen Voisin’s
    community-focused, neighbourly employer brand.

    • Sobeys - the brand looked to our HR Marketing team
    • Sobeys - the brand looked to our HR Marketing team

    Tried and true

    Approachable, reliable, kind: that’s the Voisin formula. 

    Our strategists were keen to bring authenticity to the forefront of the campaign, and saw the perfect opportunity with Voisin’s slogan: “On en a toujours besoin,“ (Whenever you need us).  

    We folded messages about flexible work hours and tight-knit teams into that slogan, treating the HR campaign like a natural extension of the brand identity (spoiler: that’s the best strategy). 

    Simple, straightforward, smart—it got the job done.

    • On en a toujours besoin
    • On en a toujours besoin
    • On en a toujours besoin
    la Pensée rebelle

    “The employer brand and commercial brand are like the two hemispheres of a brain—they work better together. In this case, by tweaking a single pronoun in Voisin’s slogan we were able to target a completely different audience without muddying the brand waters, so to speak.“

    John Dutton, Chief Creative Officer Camden network

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