Voilà · National Awareness Campaign · 2026

The Voilà Value Promise

More than savings. A commitment to you.

Creative DirectionIntegrated CampaignCharacter DevelopmentCGI Direction

Role

Art Direction + Creative Lead

Team

Voilà Creative Team
Sid Lee
Shed
UM

Deliverables

Integrated campaign
TV spots
OOH
Social
Paid media
Web / digital

The Context

Voilà had a value perception problem.

Shoppers associated Voilà with freshness and service, but price perception remained a barrier to trial. The opportunity was to make the value Voilà already delivered more visible, credible and memorable.

The Opportunity

Rated Best in Overall Value by Canadian shoppers.

Everyday value, no hidden fees, freshness guaranteed, and Canadian brands people know and trust. The challenge was to bring them together under one clear value story, and make the promise feel as tangible as the service itself.

The Strategy

The Voilà Value Promise gave the campaign one foundation, but the execution was not one-size-fits-all. We adapted the creative by province, using local banner equities, characters and cultural cues.

Make value tangible

Turn abstract reasons to believe into things people can see, feel and remember.

Build from local equity

Use familiar banners, products and characters to make Voilà’s value more recognizable.

Keep the promise consistent

Every execution ladders back to one idea: Voilà delivers more overall value.

The Leadership

I led the creative direction across the national campaign, shaping the platform, the visual and character approach, and how the idea adapted across markets and channels.

Working across strategy, copy, design, production and partners, I kept the campaign coherent while giving each execution room to feel local.

Leadership · Animated storyboard

Leadership · CGI integration

Creative Direction: National platform, visual language and creative system.
Art Direction: Characters, storytelling, OLV, OOH, DOOH and digital.
Cross-market Leadership: Adapting across Québec and Ontario without losing the promise.
Collaboration: Strategy, copy, production, partners and banner teams.

The Campaigns

Voilà delivery driver and animated grocery crew at a customer's door

Ontario TV Spot

The TV spot brings collaboration to life through a playful, human approach centred on a Voilà delivery van acting as a portal. As the driver arrives, an animated delivery crew representing Sobeys, Farm Boy and Longo’s steps out, making the partnership visible in a simple and engaging way.

The characters build brand affinity and recognition across placements, while the van anchors Voilà as the service. The result is a distinctive execution that feels more relatable and memorable than traditional grocery advertising.

Ontario · Avatars 3D Render

Ontario · Grocery Bags 3D Render

Goal & Strategy

Value, not just low prices.

The campaign was designed to build brand love and address price perception. Based on the insight that Ontario shoppers want value, not just low prices, it introduces the Voilà Trio to highlight quality, freshness and variety across banners.

The challenge was that customers did not realize Voilà already delivered on these needs. By focusing on outcomes rather than features, the campaign reinforces differentiation, drives awareness and supports long term brand growth.