Who: Sobeys and FCB, with UM Canada for media.

What: “One Big Family,” a new video about the grocery chain’s newly created Community Action Fund, which is empowering its more than 1,500 food and drug stores across Canada to address their community’s most urgent needs during the COVID crisis through food bank donations, gift cards, meals for at-risk people, etc.

When & Where: The ad debuted this week on social media, and will make its way to broadcast next week. Sobeys is also asking Canadians to share their family stories on social channels, using the hashtag #OneBigFamily.

Why: As one of the few industries still operating during the shutdown period, grocery has become a lifeline for communities across the country. It is also experiencing a surge in consumer demand, with front-line employees risking their personal health to serve customers.

How: It’s the latest in a series of hastily assembled ads made by brands as they adapt to the temporary DIY situation they find themselves in because of limited access to commercial directors, production houses, VFX companies etc.

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