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We all understand the strong link between family, food, and sports, which is the core theme of the latest campaign - Feed the Dream by Empire Company. The campaign is designed to deliver personalized and heartfelt words of love, encouragement, support and excitement–directly from Canadians to Team Canada athletes. Canadians anywhere are able to visit the website FeedtheDream.ca and add their messages of support that together will feed the dream of our athletes, nation and ensure our Team Canada athletes are feeling the support of Canadians.
The Paris 2024 Olympic and Paralympic Games are powerful unifying events for local communities in Canada and the Feed the Dream campaign will serve as a connector between Sobeys, IGA, Safeway, Foodland, Thrifty Foods and Voilà customers, all grocery chains under the Empire Company banner.
Feed the Dream brings to life the strong bond between family, food, and sports, and the role they all play in nurturing athletes' aspirations. The campaign is implemented through an emotional approach, drawing inspiration from the childhood memories of affectionate notes left in a child's lunchbox.
"As a company committed to nurturing families, we believe that nutritious food and genuine support from family and friends are essential in helping nourish Olympic and Paralympic dreams," said Erika DeHaas, Vice President, Marketing, Empire Company Limited. "We take great pride in our continued support for Canadian athletes. As the first Official Grocer of Team Canada, we are thrilled to continue our support for sports in Canada as it evolves with new categories and athletes. We are so excited to be a part of the community cheering for Team Canada again this year."
The campaign leverage a number of channels including:
- Film + Images: Emotionally stirring Feed the Dream film spots and dynamic Team Canada athlete imagery.
- CBC x Sobeys Media Partnership: A media partnership with CBC, bringing Olympics and Paralympics coverage to Canadians, including special dedicated content with athletes and their families from Canada Olympic House and the Sobeys Family & Friends Lounge in Paris.
- Hometown Tour: A Hometown Tour engaging families in local communities across Canada with the Feed the Dream Mobile Food Experience Trailer.
- Contests: Opportunities for Canadians to win their own Feed the Dream lunchboxes by leaving a message of support on FeedtheDream.ca.
- Engaging Experiences: In-store and digital engagements with shopper contests providing a chance to win an array of Feed the Dream prizes.
- Olympic & Paralympic Athletes: The ‘Team Sobeys’ athletes that will represent at the Paris 2024 Olympic and Paralympic Games.
Agencies behind the Feed the Dream campaigns:
- Public Relations: North Strategic
- Brand: Empire Company
(click on the link to view the agency's Vendor Directory listing)
