Scene+ will launch at Sobeys, Safeway and other stores in Western Canada & Western Ontario on September 22


UPDATE: Looks like it will be September 22 for all of Western Canada and Western Ontario!

Scene+ Grocery launched earlier this month in Atlantic Canada and today we learned it will be available in Manitoba Western Canada and Western Ontario as of September 22. Thanks to Rewards Canada contributor Jeff W. who forwarded the details to us from an email he received from Sobeys. Empire Company Limited stores such as Sobeys and Safeway will make the switch from AIR MILES to Scene+ on that day.

Here is a further update from AIR MILES:

Effective September 22,
Sobeys and its affiliated banners in Western Canada and select Ontario
stores, will no longer be part of the AIR MILES Reward Program.

Western Canada (BC, AB, SK, MB)

–        Safeway

–        Safeway Wine & Spirits

–        Sobeys

–        Sobeys Liquor

–        Sobeys Pharmacy 

–        IGA West

–        Needs 

–        FreshCo

Ontario :

–        Safeway locations in Kenora, Fort Frances, Dryden, Thunder Bay (Arthur Street and Dawson Road)

–        IGA location in Red Lake

–        FreshCo location in Thunder Bay

Please note, Collectors can continue to earn and redeem at all
Thrifty Foods locations in BC, AB, SK, MB excluding the following
Thrifty Food Liquors in BC:

–        Tuscany Village, Saanich

–         Mill Bay

–         Salt Springs, Salt Spring Island

–         Courtenay

As we detailed earlier in
the year, the primary difference between earning AIR MILES and Scene+
points at Sobeys and all their other grocery stores is that there is not
a base earn rate. You’ll earn Scene+ points when you buy select
items, receive bonus offers for spending a certain amount (you’ll
usually find these offers in the flyer) and also via personalized

So far reports from Atlantic Canada have shown the switchover from AIR MILES to Scene+ has gone without a hitch and points from shopping at these stores are posting correctly. We should be able to expect the same for those of you shopping in Western Canada. Don’t forget if you get yourself a card like the Scotia Gold American Express Card you can earn 6 points per dollar spent at these stores!

To learn more about Scene+ and its partnership with Sobeys and other stores check out our past articles on this topic: