I Scream, You Scream, We All Scream for (Sobeys) Ice Cream

Posted on September 7, 2017

Erica Morgan, Account Executive

This summer, Brookline was tasked with announcing Sobeys Inc.’s Canada 150 community investment campaign, Canada Screams for Ice Cream and its Kids Paying-It-Forward program. Brookline’s mandate was to build national and local awareness among media, social influencers, bloggers and the general public about these great community programs.



On June 24, Sobeys Inc. launched Canada Screams for Ice Cream, a one-day event inviting customers to visit local Sobeys, Safeway and IGA stores across Western Canada and make a $2 donation in exchange for a tasty ice cream treat. Proceeds then went to local youth-based charities and Sobeys Inc. matched funds to raise a total of $277,000.



Following a day of cool treats, Sobeys then began the roll out of its Kids Paying-It-Forward program, a special partnership between the Canadian grocer and participating charities to empower 150 kids to pay-it-forward to the charity of their choice. Selected kids received a $500 gift card to award to a community group that made a positive impact on their family, friends or neighbours.



Brookline’s strategy for both community investment programs included engaging traditional media, bloggers and social influencers as third-party advocates to help disseminate information to their followers in order to build buzz and increase overall community awareness of Canada Screams for Ice Cream and the Kids Paying-It-Forward program. Given this campaign was a Sobeys’ branded event, Brookline recommended leveraging key media contacts and bloggers to help speak to the charitable initiative and act as ambassadors on behalf of Sobeys. Brookline secured coverage from traditional, trade, online and social media across 17 markets, with over 100 stories being published throughout the country on both local and national scales.


– Erica Morgan is an Account Executive at Brookline Public Relations. She brings experience in the areas of event management, social media strategy and media relations.