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

Brookline’s strategy included engaging traditional media, bloggers, and social media influencers as third-party advocates to help disseminate Sobeys’ 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.