Nom du projet
Welcoming new faces to the neighbourhood
Voisin is a neighbourhood store brand developed by Sobeys Quebec, with over 100 independent retailers.
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.
“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