Sobeys' Star of Christmas Spot Shines for the Holidays

Back by popular demand, the iconic commercial celebrates better food for all in the spirit of community

STELLARTON, NS, Nov. 21, 2016 /CNW/ - Sobeys is celebrating the official launch of Star of Christmas 2.0, a remake of their famous ad that was originally released in 1987 and has become the quintessential classic Christmas ad for the East Coast.

Star of Christmas 2016 was filmed in Moncton and features Sobeys employees, members of the community, a few members of the original Saint Agnes School Choir as well as their conductor, Cynthia Kennedy Davies. The spot will be accessible through a regional media buy that includes TV, radio and digital.

In addition to the media buy, Star of Christmas 2016 will be featured on a special holiday web page at www.sobeys.com/starofchristmas  where people will be able to download the song, the sheet music, a karaoke version and ring tone. For each download, Sobeys will donate $1 to local food banks (to a maximum of $20,000). In addition, the Star of Christmas Express truck will be delivering food and transporting donated items to food banks and other community organizations throughout December in select Atlantic locations. 

"At Sobeys we take great pride in our connection to our communities and deep roots in Atlantic Canada. This song has become symbolic of the holiday season and resonates strongly with our customers young and old," comments Peter Doucette, General Manager, Sobeys Atlantic. "The nostalgia of this ad is so important: the comfort and warmth of tradition, the joy of friends and family coming together and the hope of children laughing and singing. That's why we felt it was the time to bring it back in a refreshed version for people to enjoy all over again."

The song was composed by well-known Nova Scotian musician Bob Quinn who has written for Roger Whittaker, Natalie MacMaster and other famous Canadian musicians.

Choir Director Cynthia Kennedy Davies has loved the song from the first time she heard it. "This song fills people with warmth and it is wonderful that it is back. It's a remarkable, positive Christmasy feeling you get when you hear those opening notes. Being part of the new version and reconnecting with some of my students from the original choir – now adults with young children of their own in many cases – it's all been very special."

Customers, fans and friends can share their Star of Christmas memories (or even their own rendition) on @Sobeys Twitter, Facebook and Instagram using #StarofChristmas

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 108 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises approximately 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton's Drug Stores as well as more than 350 retail fuel locations. Sobeys, its franchisees and affiliates employ more than 125,000 people. The company's purpose is to help Canadians Eat Better, Feel Better and Do Better. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.

SOURCE Sobeys Inc.

Image with caption: "Sobeys re-creates iconic Star of Christmas ad for 2016 to rave reviews (CNW Group/Sobeys Inc.)". Image available at: http://photos.newswire.ca/images/download/20161121_C2429_PHOTO_EN_823114.jpg

For further information: Media contact: Shauna Selig, Manager Communications, Atlantic Canada, Sobeys Inc., Tel: 902-752-8371ext. 8118, shauna.selig@sobeys.com

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