Last year’s ranking: New for 2017!
With brand love in short supply this year, any gain is notable. But when that gain vaults you straight to number 15 on the list, it merits a closer look. For Sobeys, the explanation certainly isn’t corporate success: its 2013 acquisition of Safeway has been a fiasco, culminating in a $942.6 million loss and the departure of its CEO. Look beyond the boardroom drama, however, and Sobeys has focused effectively on old-fashioned brandbuilding, from its continued partnership with Jamie Oliver’s Food Revolution to the launch of its Joy of Eating Better Foundation in Quebec, to in-store Nutella Cafés. The result: significant improvements in its scores for both community involvement and product quality, proving that, for a grocery brand at least,the way to consumers’ hearts is still through their tummies.