Sobeys celebrates 110 years in Canada with Big Red Chair Campaign

Published on May 16, 2017

Mark Gouthro, store manager of the Fall River Sobeys store, stands by one of the chairs built as part of Sobeys Big Red Chair Campaign.


STELLARTON – Sobeys is celebrating 110 years and Canada’s 150th this summer with its #ChairShare campaign, featuring signature Canada-red oversized Adirondack chairs in Sobeys stores across Atlantic Canada.

The campaign will feature a contest component for customers in celebration of Sobeys’ local heritage and national identity.

The chairs were all sourced and built through five social enterprises across Nova Scotia that employ adults with disabilities, including the Ability Wood Products Cooperative. Building the Big Red Chairs provided an exciting project for the Cooperative’s 69 employees.

“This initiative goes far beyond simply constructing the chairs. It demonstrates Sobeys’ continued commitment to their communities and giving people a chance to shine in their own way,” said Ross Young, manager, Corridor Community Options. “Partnering with Sobeys on a project that celebrates both the company and Canada has been fun for our teams and we love seeing our employees so proud of the products they’ve created.”

In addition to spotting the chairs in stores, customers will see them in big ways throughout the summer at community events, on the Sobeys website, in the flyer, throughout social media and across traditional media outlets. Customers are encouraged to take a picture in the chair and share why they love their local Sobeys on Facebook, Instagram and Twitter with the hashtag #ChairShare for a chance to win free groceries for a year.

“We are thrilled to roll out the red chair campaign and welcome both our local customers and visiting guests to our stores throughout the summer,” commented Peter Doucette, general manager, Sobeys Atlantic. “These Canada-red giant Adirondack chairs symbolize our love of hosting our customers and we are exceptionally proud of the community partnerships we’ve entered into with these local social enterprises to build them.”

The #ChairShare promotion runs from May 25 to Aug. 9 and at the end of the promotion Sobeys will draw for one winner of free groceries for a year, equalling $5,200 in Sobeys gift cards. Beginning May 25, customers are encouraged to visit the website ( and follow the campaign on social media for more information on Sobeys 110 celebrations.