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Challenge: Safeway was perceived in the market as an American brand, driving the need for a strategic effort to strengthen and communicate its Canadian roots.

Goal: Deliver cross-channel education to audiences and customers, reinforcing the brand’s Canadian heritage and partnerships with local suppliers.

Results: Through collaboration with local suppliers, we created high-impact video content to promote the Local Suppliers Program and strengthen awareness of our Canadian roots. We used the Brand Collaboration Tool on Instagram to share with the Safeway and local supplier accounts to help reach an untapped audience. These videos consistently delivered top viewership and averaged a 2.8% engagement rate.