Ontario Sobeys, Sobeys Urban Fresh and Foodland Stores Launch AIR MILES® Reward Program In-store

MISSISSAUGA, ON, March 27, 2015 /CNW/ - "Do you have your AIR MILES card with you today?" Staff at Sobeys, Sobeys Urban Fresh and Foodland grocery stores across Ontario added this new greeting to their check-out routines earlier this morning.

Beginning today, customers can not only get AIR MILES with their groceries, but can now also use AIR MILES Cash at the check-out toward their purchases at Ontario Sobeys, Sobeys Urban Fresh and Foodland stores.

"We're delighted to provide our customers with the great benefits and rewards of the AIR MILES Reward Program," said Trevor Bartlett, General Manager for Sobeys Ontario. "We know how successful this program has been for us in other markets in Canada, and we see this as one more way we can provide even greater value to the customer shopping experience."

In Foodland stores across Ontario, today's launch is particularly significant.

"This is really exciting for the145 Foodland grocery stores in Ontario where, for the first time, customers can be part of a loyalty program and earn rewards while shopping with us." added Mr. Bartlett.  "From Essex to Timmins to Osgoode Ontario, our stores are celebrating this launch with a number of activities in the coming weeks."

Those launch activities include a co-promotion with Shell that runs until June 4^th in Ontario. AIR MILES Collectors who spend a minimum of $30 at an Ontario Sobeys, Sobeys Urban Fresh, or Foodland store, will be eligible for five times (5X) the miles on a minimum 25-litre fuel purchase at participating Shell stations. Collectors will be eligible for 10 times (10X) the miles on a minimum purchase of $50, and 15 times (15X) the miles on a purchase of $100 or more.

Customers also have the opportunity to earn twice as many AIR MILES when they shop with the new, no-fee BMO Sobeys AIR MILES MasterCard.

With the launch of AIR MILES in-store, the Club Sobeys program at Sobeys and Sobeys Urban Fresh has been replaced with the AIR MILES Reward Program, but customers can redeem their Club Sobeys points online or convert their points to AIR MILES reward miles until June 30, 2015.

Sobeys and LoyaltyOne, Co., owner and operator of the AIR MILES Reward Program, announced the long-term agreement to expand the AIR MILES partnership to Ontario and across Canada on January 15, 2015.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 107 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 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 and its franchise 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.

About the AIR MILES Reward Program
Founded in 1992, the AIR MILES Reward Program is Canada's premier coalition loyalty program with more than 10 million active Collector accounts, representing approximately two-thirds of all Canadian households. The AIR MILES Reward Program allows Collectors to earn reward miles simply by doing their everyday shopping at more than 240 leading brand-name Sponsors, representing thousands of retail and service locations across Canada and leading global brands online. The AIR MILES Reward Program also allows Collectors to indulge in more than 1,200 leisure, entertainment, merchandise, travel and a range of accredited, environmentally-friendly lifestyle rewards. With AIR MILES Cash, Collectors also have the flexibility to instantly redeem their AIR MILES reward miles in-store or online towards a variety of every day and high value purchases like gas, grocery, dining, drug store items and home improvement purchases at participating Sponsors.

SOURCE Sobeys Inc.

Cynthia Thompson, Sobeys Communications, 902-752-8371 ext. 8455, [email protected]; AIR MILES Reward Program, Media Office: 416-552-2352, [email protected]