Client: Sobeys

Getting Canadians to Scream for Ice Cream

Putting the 'Fun' in fundraising.

Since 2014, Sobeys has contributed millions of dollars to hundreds of community organizations each year.

To celebrate Canada’s 150th birthday, Sobeys asked Canadians to purchase an ice cream with all proceeds going towards youth based charities in the communities they serve.


Create awareness of Sobeys’ first national ice cream day and encourage Canadians to buy an ice cream for $2 on June 24th.


We developed the Canada Screams for Ice Cream brand identity and collateral for this new Sobeys initiative.

The campaign consisted of more than 30 in-store pieces used by 299 stores across Canada. To complement the in-store promotion,
we also created a campaign microsite, radio spots and social media assets and kits leveraging the Treat Your Community hashtag.


A playful set of visual elements was incorporated into every touchpoint, giving the Sobeys event a more youthful tone.


Social media kits were shared with the participating youth organizations and their local charities to help spread the word.

We developed the microsite to provide users with event details and
drive traffic to their local Sobeys, Safeway or IGA.

Oversized popsicle and mouth decals were applied to the frozen aisles.

We created branded apparel, booth collateral and decor, signage
and photo booths to promote the event. Oversized mouth booths were also
developed for key market stores and PR events.

The Results

  • $277,502 raised for 113 youth-based charities
  • Almost 2,000 unique website visits over 4 weeks
  • Over 2 million users reached on Instagram and Twitter
  • Over 6.6 million impressions on Instagram and Twitter
  • Over 3,000 posts about the event
  • Due to the success, Sobeys is now considering making this an annual fundraising event