Sobeys Inc. – the first Official Grocer of Team Canada – unveils its Feed The Dream campaign

Empire Co., the Official Grocer of Team Canada, is proud to launch its integrated Feed the Dream Olympic campaign, pledging support to help nourish Canadian athletes and excite all Canadians coast-to-coast.

The Feed The Dream campaign brings to life Empire’s core values and celebrates the emotional connection between family, food and sport.

As the Official Grocer of the Canadian Olympic Team, Sobeys Inc. set out to create a digitally led campaign and create a platform that would resonate with our Olympic athletes as well as Canadians.

• Feed the Dream is a hard-working awareness-driver that brings to life an important connection between food, sport and the dreams and aspirations of everyday families.
• As Canadians get ready to watch the Games together, virtually or at home, it provides the right podium for Sobeys Inc. to reinforce its brand promise of feeding and nurturing families
• Being a digitally led campaign provided Sobeys Inc. with flexibility and agility to adjust timing and in market program components based on the evolving landscape.
• TVCs feature moments of extraordinary athleticism in the same breath as warm, heartfelt family moments, from enjoying a meal together, to training hard with your coach, encouraged by the thought of winning gold. The message: whether you’re a family member, Olympic swimmer, or Canada’s family grocery store, we all play a vital role in feeding the dream.
• The Feed The Dream campaign was designed to establish a strong connection with Canadians, providing them with the opportunity to connect with Olympic athletes digitally by sharing inspiring messages on social media (#FeedTheDream and #YourWords) or visiting the Feed The Dream website (feedthedream.ca).

The campaign also highlights Sobeys Inc.’s commitment to diversity and inclusion through our athlete partnerships and we are proud of the balanced representation in the individual athletes we support, including our partnership with Canada’s Women’s Sevens Rugby Team.

The Feed The Dream campaign was developed by the Sobeys marketing team under the leadership of Sandra Sanderson, SVP, Marketing and Erika DeHaas, VP, Marketing Communications

Agency partners include:

• Creative: FCB & BBDO
• Media: UM
• XM & Athlete Management: XMC
• PR & Influencer: North Strategic
• Consulting: Derek Kent, former COC CMO

Please let me know if you are interested in speaking with someone from Sobeys on the importance of supporting Olympic athletes and details about the campaign. For more information, the press release can be accessed here. Additional imagery and b-roll for the athletes is available upon request.