Sobeys Brings Back ‘Star of Christmas’ for Atlantic Canada Holiday Campaign

This holiday season, Sobeys, Foodland and participating CO-OPs are inviting Atlantic Canadians to share in a beloved tradition while giving back in a meaningful way.

From December 1–26th, the Star of Christmas jingle returns in a brand-new way with the Star of Christmas Musical E-Card, a free, digital holiday greeting from Sobeys and Foodland that brings nostalgia, generosity, and community spirit together.

Originally released in 1987, the Star of Christmas jingle remains one of Atlantic Canada’s most cherished holiday memories. This year, Sobeys, Foodland and participating CO-OPs are giving Canadians a new way to relive the magic, all while helping families in need. For every e-card shared on social media, emailed, or downloaded for personal use, Empire Company Limited will donate $2 to Atlantic Canadian food banks, up to $50,000.

The campaign will run across TV and digital channels in Atlantic Canada throughout December, complemented by organic social, PR, and influencer support – all anchored in the nostalgia of the classic jingle and updated to build awareness of the new musical e-card. The creative and media rollout is supported by agency partners FCB (creative), UM (paid media), and North Strategic (PR and influencer), ensuring the e-card reaches as many Atlantic Canadians as possible.

The musical e-card builds on the momentum of a recent Star of Christmas singalong with Halifax’s The Big Sing music group at this year’s Halifax Christmas Tree Lighting. In addition to the e-card, shoppers will have the opportunity to donate in-store at local Sobeys, Foodland & participating CO-OP stores from December 1–24th.