The Scene+ loyalty program has made its debut across Empire’s family of stores in Atlantic Canada, giving customers another fresh way to earn and redeem in every aisle. (CNW Group/Empire Company Limited)

Empire Company Limited launched its new and expanded Scene+ loyalty program in Atlantic Canada stores on August 11.

The company has also unveiled its new logo in its latest communications.

Empire Company Limited, new logo

In June, Empire announced its co-ownership of the Scene+ loyalty rewards programs, along with Scotiabank and Cineplex.

Atlantic Canada was the first region in the country to introduce Scene+ in Empire's family of stores. Stores in British Columbia, Alberta, Saskatchewan and Manitoba will launch the program on September 22nd; with additional regional launches through the remainder of Canada in 2022 and into early 2023. The rollout will include Sobeys, Safeway, Foodland, IGA, FreshCo, Chalo! FreshCo, Voilà, Thrifty Foods, Les Marchés Tradition, and Rachelle Béry, as well as company liquor stores.

"The launch of Scene+ in Atlantic Canada is an exciting milestone in our loyalty journey. Early customer participation and engagement have exceeded our expectations. And we are just getting started," said Sandra Sanderson, senior vice president of marketing, Empire Company Limited. "We're thrilled to announce that Empire's stores in Western Canada are next, where our customers will have significant opportunities to be rewarded with Scene+. We will also be bringing additional value to our loyal customers at FreshCo stores in Western Canada, which will now have a loyalty program for the very first time."