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In Atlantic Canada, Sobeys is known for fresh produce and Air Miles. But for the first time ever, shoppers weren’t swiping their Air Miles cards as often. So, we decked out their stores from top to bottom with new, permanent signage that emphasized their two differentiating benefits with a series of striking visuals that were instantly telegraphic. The campaign hit every touch point along the path to purchase, from the cart corals to the front entrance, aisles, walls, shelves, cash and exit. The stores looked great and the results were just as beautiful. Card usage surpassed previous levels.