Sobeys is celebrating 110 years and Canada’s 150th this summer with its #ChairShare campaign, featuring signature Canada-red oversized Adirondack chairs in Sobeys stores across Atlantic Canada. The campaign will feature a contest component for customers in celebration of Sobeys’ local heritage and national identity.
In true Sobeys’ spirit, the project is proudly supporting local communities; the chairs were all sourced and built through five social enterprises across Nova Scotia that employ adults with disabilities, including the Ability Wood Products Cooperative. Building the Big Red Chairs provided an exciting project for the Cooperative’s 69 employees.
Sobeys in Liverpool is featuring a Big Red Chair built by the staff of Penny Lane Enterprises. “This initiative goes far beyond simply constructing the chairs. It demonstrates Sobeys’ continued commitment to their communities and giving people a chance to shine in their own way,” said Ross Young, Manager, Corridor Community Options. “Partnering with Sobeys on a project that celebrates both the company and Canada has been fun for our teams and we love seeing our employees so proud of the products they’ve created.”
In addition to spotting the chair in-store, stores, customers will see them in big ways throughout the summer at community events, on the Sobeys website, in the flyer, throughout social media and across traditional media outlets. Customers are encouraged to take a picture in the chair and share why they love their local Sobeys on Facebook, Instagram and Twitter with the hashtag #ChairShare for a chance to win free groceries for a year