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As the Official Grocer of Team Canada, Empire Company is making a strong investment with the return of its Feed The Dream platform to help celebrate Canadian pride, Team Canada athletes, their families and communities at the 2026 Milano Cortina Olympic and Paralympic Winter Games.
Through Feed The Dream, Empire's family of brands – Sobeys, IGA, Safeway, Foodland, Thrifty Foods, Farm Boy, and Voilà – will unite communities from coast to coast to cheer on Team Canada and celebrate the powerful connection between food, family and sport.
"As Canada's family grocery store, we've stood behind Canadians and their dreams since 1907. With the surge of Canadian pride and unity over the past year, we broadened our Feed The Dream campaign to be about inspiring and feeding not only our athletes but the dreams of all Canadians," said Erika DeHaas, Vice President, Corporate Marketing, Empire. "With our campaign creative, we worked to really capture this spirit by highlighting both our deep Canadian roots and our Team Canada partnership."
As Canada's Family Grocery Store, Empire has been there for Canadians and their dreams since 1907. This year, the Empire's Feed The Dream campaign will be brought to life by celebrating the people who stand behind every athlete's journey: their friends, families, and communities. In addition to supporting our athletes, the campaign also reflects the powerful rise in Canadian pride and will seek to unite the country and Feed The Dream of a nation. Canadians will experience the campaign through:
Empire is also thrilled to announce this year's remarkable "Team Sobeys" athletes, an inspiring group of Olympians and Paralympians who embody the resilience, excellence and heart of Canada. These athletes represent a diverse range of backgrounds, disciplines, and dreams, and will take the world stage at the Milano Cortina 2026 Olympic and Paralympic Winter Games, proudly carrying the Canadian flag. Team Sobeys is represented by:
- Blayre Turnbull, Ice Hockey (Stellarton, NS)
- Isabelle Weidemann, Long Track Speed Skating (Calgary, AB)
- Kalle Eriksson, Para Alpine Skiing (Kimberly, BC)
- Paul Poirier, Ice Dance Figure Skating (Toronto, ON)
- Piper Gilles, Ice Dance Figure Skating (Toronto, ON)
- Sarah Nurse, Ice Hockey (Hamilton, ON)
- Tyler Turner, Para Snowboard (Campbell River, BC)
This winter, Empire is bringing fans, families, and communities together through the power of food and sport as they cheer on Team Canada. Canadians can learn more about Feed The Dream, enter contests and giveaways, and show their support for Team Sobeys athletes by visiting Sobeys.com.
Photo Gallery:
Here’s the Feed The Dream campaign:
- Public Relations: North Strategic
- Brand: Empire Company
(click on the link to view the agency's Vendor Directory listing)
