If you're an east coaster in Canada there's a good chance you don't live on the east coast. East coasters gravitate to Fort Mac, Toronto, Calgary, Vancouver, Whitehorse or any other place where employment is steady – we're a migrating people. That's why each Christmas scores of islanders and mainlanders are homesick, stuck sipping B.C.- brewed Keiths, checking savings accounts and planning for trips home next year. (or maybe the year after.)
Three years ago I was in that boat – my first Christmas away from Nova Scotia – and found myself on YouTube one afternoon searching in vain for a commercial that said loudly and proudly: HOME! When I finally found it I began posting it to siblings' and friends' Facebook walls and the reposts began instantly. There was a connection, this was my generation's childhood in under two mintues.
This spot was created when Sobeys was a regional player, not a national chain, so you'd never see an ad like this from the grocery retailer today. Nonetheless this spot works online – in the emotions of thousands of displaced east coasters, Sobeys has an opportunity to restate its position as the longtime authority in kitchens from Balls Creek to Quispamsis. Imagine being able to "gift this" to friends via Facebook courtesy of Sobeys, so simple.
That idea's free Sobeys, Merry Christmas!