Sobeys and BMO Bank of Montreal Launch New AIR MILES MasterCard in Atlantic
Canada

Exclusive new partnership with BMO means Sobeys and Foodland
customers can earn and redeem AIR MILES reward miles faster

STELLARTON, NS, Sept. 9 /CNW/ - Sobeys and Foodland customers in Atlantic Canada can earn AIR MILES reward miles faster than ever before with the introduction of the new No Fee BMO Sobeys AIR MILES MasterCard.  Now, shoppers will be able to travel sooner, redeem for a wide variety of valuable merchandise or save more on their everyday grocery needs by accumulating additional AIR MILES reward miles in significantly less time.

Customers will earn three AIR MILES reward miles for every $20 spent using the new No Fee BMO Sobeys AIR MILES MasterCard for purchases at Sobeys and Foodland stores for the first six months.   Plus, when using the AIR MILES Collector card, customers will continue to earn AIR MILES reward miles through Sobeys and Foodland store's base and bonus programs.

In addition, No Fee BMO Sobeys AIR MILES MasterCard cardholders will accelerate their reward miles earnings by collecting one AIR MILES reward mile for every $20 spent for all other purchases, anywhere MasterCard is accepted.  Shoppers will also receive a welcome bonus of 140 AIR MILES reward miles just for making their first purchase using the new No Fee BMO Sobeys AIR MILES MasterCard - that's worth a $20 gift certificate for Sobeys and Foodland stores.

"We are proud to offer our customers great food choices and now even more value from their everyday grocery purchases through our new partnership with BMO.  Shopping at Sobeys and Foodland just became more rewarding," says Cindy Stevens, Vice President, Marketing, Sobeys Atlantic. 

The new partnership between Sobeys and BMO Bank of Montreal also represents the first co-branded credit card relationship between a national grocery chain and one of Canada's leading and most trusted chartered financial institutions.

David Heatherly, Vice President, Payment Products, BMO Bank of Montreal, notes that, as Sobeys Inc.'s new financial services partner, BMO will develop unique banking products for customers.  "BMO and Sobeys share a similar customer commitment, which is to offer high quality products and services, everyday value and an outstanding customer experience," he says.  "This partnership will help BMO to establish a much deeper relationship with Sobeys customers by offering them rewards and exclusive shopping experiences that they cannot enjoy anywhere else."

How to earn AIR MILES reward miles at Sobeys and Foodland

There are two ways to earn AIR MILES reward miles when making qualifying purchases at any Sobeys or Foodland store in Atlantic Canada:

1. AIR MILES Collector Card
• Base Program - Use an AIR MILES Collector card to earn 1 AIR MILES reward mile for every $20 spent at any Sobeys or Foodland store in Atlantic Canada.
• Bonus Program - Use an AIR MILES Collector card and earn AIR MILES reward miles even faster with more than 100 weekly bonus offers on more than 1,000 items at any Sobeys or Foodland store in Atlantic Canada. See weekly flyers and in-store promotions at Sobeys and Foodland for more details.
2. No Fee BMO Sobeys AIR MILES MasterCard
• Cardholders will earn 1 AIR MILES reward mile for every $20 spent on all purchases, anywhere MasterCard is accepted.  In addition, cardholders will continue to earn AIR MILES reward miles faster with exclusive offers at Sobeys and Foodland.

How to Apply

Customers can apply online for the No Fee BMO Sobeys AIR MILES MasterCard at www.bmosobeys.com.

Beginning September 10, 2010, applications will be available at all Sobeys, Foodland, Price Chopper and Needs stores in Atlantic Canada, as well as Fast Fuel, Cash & Carry and TRA locations.

How to Redeem AIR MILES reward miles

AIR MILES Collectors can redeem AIR MILES reward miles for travel, leisure and entertainment or merchandise online at www.airmiles.ca

Collectors can redeem 140 AIR MILES reward miles for a $20 Sobeys or Foodland gift certificate that is valid at all Sobeys and Foodland grocery stores in Atlantic Canada for qualifying purchases.

About Sobeys Inc.

Sobeys Inc. is a leading national grocery retailer and food distributor headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, Price Chopper and Thrifty Foods, as well as  Lawtons Drug Stores. Sobeys Inc. is committed to providing the most worthwhile experience for its customers, employees, franchisees, suppliers and shareholders. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.

About BMO

BMO Bank of Montreal is the largest MasterCard issuer in Canada and has been a founding sponsor of the AIR MILES Reward Miles Program since its inception in 1992 -- when it became the first major bank in North America to start rewarding its customers for their personal banking.  Established in 1817 and based in Canada, BMO Financial Group serves more than 10 million personal, commercial, corporate and institutional customers in North America and internationally. Our operating groups - Personal and Commercial Banking, BMO Bank of Montreal in Canada and Harris in the United States; Private Client Group, our wealth management business; and BMO Capital Markets - share one vision: to be the bank that defines great customer experience.

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