When Kids Help Phone calls, the AIR MILES(R) Reward Program and Sobeys Answer

    Help Us Help Kids Campaign - March 22 - 30, 2008

    HALIFAX, March 19 /CNW/ - The AIR MILES(R) Reward Program and Sobeys are
asking Atlantic Canadians to answer the call from Kids Help Phone with the
return of the Help Us Help Kids Campaign.
    From March 22 to 30, the AIR MILES Reward Program and Sobeys will reward
shoppers across Atlantic Canada with five bonus AIR MILES reward miles when
they make a $2 donation to Kids Help Phone upon purchasing their groceries.
    This campaign is the third annual fundraising and awareness initiative in
which the companies have partnered to support Kids Help Phone, with more
$100,000 raised to date. Donations will help the organization provide
counselling to Canadian kids on any subject from peer pressure to more serious
issues of bullying or abuse.
    "Young people today are dealing with new and more complex issues than
ever before - cyber-bullying, self-harm, gang violence and much more," said
Tom McAllister, President & CEO, Kids Help Phone. "Corporate sponsors like
Sobeys and the AIR MILES Reward Program, and initiatives like Help Us Help
Kids, ensure our professional counsellors can be there, by phone and online,
24 hours a day with the counselling, information and support that kids in
Canada deserve."
    "Sobeys is proud to partner with the AIR MILES Reward Program to help
raise funds and awareness of Kids Help Phone and the need for counselling for
children throughout Canada," said Jason Potter, President Operations, Sobeys
Atlantic. "When our customers make a donation to Kids Help Phone this week,
they can do so knowing that the funds raised will go a long way in assisting
children in our communities."
    "As a national supporter of Kids Help Phone, the AIR MILES Reward Program
is proud to know our work with this organization has helped contribute to the
assistance of children who need guidance on relationships, addiction and
abuse," said Caroline Papadatos, Senior Vice President, AIR MILES Reward
Program. "We ask our Collectors to come out to Sobeys and Help Us Help Kids by
giving Kids Help Phone the tools they need to continue the great work they do
in the community."

    About the AIR MILES Reward Program

    Founded in 1992 the AIR MILES(R) Reward Program is Canada's premier
coalition loyalty program. More than 9 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.

    About Kids Help Phone:

    Kids Help Phone is Canada's only free, 24-hour, bilingual and anonymous
phone and online counselling, referral and information service for children
and youth. Every day, professional counsellors provide immediate, confidential
and caring support to young people living in urban, rural and remote locations
right across the country. Children and youth contact Kids Help Phone about
every issue imaginable - from school, dating and family problems, to
bullying/cyber-bullying, addiction and abuse. In 2007, Kids Help Phone touched
the lives of children and youth in need from almost 3,000 Canadian communities
more than two million times through its phone and online services.
    Established in 1989, Kids Help Phone is recognized internationally as a
leader in the delivery of phone and online counselling to kids. This
not-for-profit organization employs more than 100 highly skilled counsellors
and benefits from the support of more than 10,000 fundraising volunteers in
over 50 communities from coast to coast, and the commitment of a growing
number of leading Canadian companies and their employees.
    Kids Help Phone - 'being there for kids'.

    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: or to coordinate an interview with Kids Help
Phone, Sobeys or the AIR MILES Reward Program, please contact: Corporate
Affairs, AIR MILES Reward Program, (416) 552-2346; Kids Help Phone, Shelley
Richardson, (902) 457-4779; Sobeys Atlantic, Jill Thomas Myrick, (902)
752-8371 ext. 8455

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