Touché! has entered into a new service agreement with Sobeys Inc., becoming the brand’s media agency of record for banners in the provinces of Quebec and New Brunswick.

Sobeys Inc. operates some of the province’s most trusted and well-known grocery banners, including IGA, Rachelle-Béry, Les Marchés Tradition, Marché Bonichoix and Voisin. As part of their mandate, Touché! will support these banners with an integrated media strategy that spans both traditional and digital channels.

With a proven track-record in the grocery and retail space, Touché! will deliver innovative, insight-driven media solutions– designed to meet today’s consumer where they are and drive long-term growth.

At the heart of the media work is Omni – OMG’s proprietary AI powered platform – built to deliver real-time consumer insights, addressable media optimization, and stronger ROI. With this leading platform, Touché! helps clients anticipate trends, adapt campaigns in real time, and connect with customers in more relevant, impactful ways.

The official mandate is set to begin in July 2025, with Touché! managing media buying for Fall 2025 campaigns in Quebec. This early momentum will provide immediate benefit through Omnicom Media Group’s national scale and media clout, ensuring a strong start to the partnership.

“This is more than a win – it is a partnership built on a mutual belief in the power of local, the strength of brand trust, and the ability of media to create meaningful connections” said Samantha Kelley, CEO of Touché!. “Working together, Touché! and Sobeys Inc. banners in Quebec will deliver forward-thinking media solutions - powered by industry-leading retail and digital expertise and capabilities - that will drive growth while also reinforcing the iconic place the Sobeys Inc. brands hold in the lives and hearts of Quebec consumers.“