Sobeys welcomes Foodland to the AIR MILES reward miles program



    Customers who shop at Sobeys and Foodland grocery stores throughout
    Atlantic Canada can now combine their weekly purchases to collect AIR
    MILES reward miles

    STELLARTON, NS, May 8 /CNW/ - The AIR MILES(R) Reward Program is
expanding its grocery rewards portfolio as Foodland stores throughout Atlantic
Canada begin rewarding customers with AIR MILES rewards miles - Sobeys-branded
grocery stores in Atlantic Canada, have been an AIR MILES sponsor since 2001.
    Effective today, AIR MILES Collectors who shop at participating Foodland
or Sobeys grocery store in Atlantic Canada will receive one AIR MILES reward
mile for every eligible $20 purchase. A single transaction is not required as
multiple purchases totaling $20 within a one-week period, from Friday to
Thursday, will accumulate to earn one AIR MILES reward mile. Further, total
weekly purchases by customers who shop at both Sobeys and Foodland stores will
automatically be combined to maximize the amount of AIR MILES reward miles
awarded.
    "Sobeys is thrilled to welcome Foodland to the AIR MILES reward miles
program and expand the opportunity to turn groceries into rewards for our
customers throughout Atlantic Canada," said Cindy Stevens, Vice President,
Marketing, Sobeys Atlantic. "What's even more exciting is that we will
automatically combine total weekly purchases for AIR MILES Collectors who shop
at both Sobeys and Foodland, so that they can maximize the amount of AIR MILES
reward miles they collect."
    "We are excited about expanding our partnership with Sobeys and bringing
Foodland into the AIR MILES coalition," commented Senior Vice President and
Chief Client Officer, Todd March from the AIR MILES Reward Program. "We are
giving our AIR MILES Collectors in Atlantic Canada more opportunities to
maximize their earning potential and achieve their redemption goals that much
faster."

    How to Apply

    Sobeys and Foodland customers can signup for an AIR MILES Collector Card
by logging on to www.airmiles.ca. Customers can also sign up for an AIR MILES
Collector Card at participating Sobeys or Foodland store in Atlantic Canada -
the first 100 customers to register at Foodland stores, effective May 8, 2009
will receive 25 bonus AIR MILES reward miles.

    How to Earn AIR MILES REWARD MILES at Sobeys and Foodland

    Customers simply present their AIR MILES Collector card when making
qualifying purchases at any Sobeys or Foodland stores in Atlantic Canada -
there are two ways to earn AIR MILES reward miles:

    
    - Base Program(*) - for every $20 spent at any Sobeys or Foodland store
      in Atlantic Canada, customers earn one AIR MILES reward mile.

    - Bonus Program(*) - More than 100 weekly bonus offers on more than 1000
      items allow customers to earn AIR MILES reward miles even faster - see
      weekly flyers and in-store promotions for more details.

    (*)Offer excludes taxes, tobacco products, gift cards, fluid dairy
    products, pharmacy, lottery, alcoholic beverages, fuel, bottle deposits
    and any other non-discountable products.
    

    How to Redeem AIR MILES reward miles

    AIR MILES Collectors can redeem AIR MILES reward miles for travel,
leisure and entertainment or merchandise simply by shopping online at
www.airmilesshops.ca - AIR MILES reward miles are transferable between
cardholders.
    Collectors can redeem 140 AIR MILES Reward Miles for a $20
Sobeys/Foodland gift certificate that is valid at all Sobeys and Foodland
grocery stores in Atlantic Canada for qualifying purchases.

    About the AIR MILES Reward Program

    Founded in 1992, the AIR MILES Reward Program is Canada's premier
coalition loyalty program. More than 10 million active Collector accounts,
representing approximately two-thirds of all Canadian households, actively
participate in the Program. The AIR MILES Reward Program allows Collectors to
indulge in leisure, entertainment, merchandise, travel and other lifestyle
rewards quickly, simply by doing their everyday shopping for products and
services at AIR MILES Sponsors. AIR MILES reward miles can be redeemed for
more than 800 different rewards, such as movie passes, family attractions,
electronic merchandise, sports and recreation, travel and more.
    Collectors can shop and collect AIR MILES reward miles at more than 100
brand-name Sponsors across the country, representing thousands of retail and
service locations nationally, including RONA, Shell, SportChek (Sports
Experts), The Shoe Company, BMO, Metro, Sobeys, Safeway and IGA, and
airmilesshops.ca. The AIR MILES Reward Program's website is airmiles.ca.

    About Sobeys Inc.

    Sobeys Inc. is a leading national grocery retailer and food distributor
headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of Empire
Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores
in all 10 provinces under retail banners that include Sobeys, IGA, Foodland,
Price Chopper and Thrifty Foods, as well as Lawtons Drug Stores. Sobeys Inc.
is committed to providing the most worthwhile experience for its customers,
employees, franchisees, suppliers and shareholders. More information on Sobeys
Inc. can be found at www.sobeys.com.




For further information:

For further information: Sobeys Atlantic Communications & Corporate
Affairs, (902) 753-8371 ext. 8128; AIR MILES Reward Program Corporate Affairs,
(416) 552-2346

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SOBEYS ATLANTIC

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