Empire celebrates Team Canada and its supporters with 'Feed the Dream’ campaign
Empire Company Limited (Empire) is cheering on Team Canada and its supporters at the 2026 Milano Cortina Olympic and Paralympic Winter Games with its “Feed the Dream” campaign.
Entering its fourth Olympic Games as the official grocer of Team Canada, Empire's family of brands–Sobeys, IGA, Safeway, Foodland, Thrifty Foods, Farm Boy, and Voilà–aims to celebrate not only the athletes but the people and communities who stand behind their journeys.
“There's been a surge in Canadian pride this past year. We saw this as a natural way to expand not only feeding the dreams of Canadian athletes, but feeding the dream of an entire nation,” Erika DeHaas, VP, corporate marketing, Empire, told Canadian Grocer. “It's about the communities and the people that help these athletes achieve their dreams.”
A media partnership with the CBC will offer Canadians a chance to experience the excitement of Team Canada's journey in Milano Cortina, along with exclusive behind-the-scenes stories featuring the athletes and their biggest supporters.
As a part of this year’s coverage for the Paralympic Games, four Empire team members will be selected to serve as correspondents to deliver live behind-the-scenes highlights. Team members can also nominate a local community sports organization to win one of three donations worth $5,000 in value.
Residents of Pictou County, N.S., will be visited by the "Feed the Dream" Mobile Food Experience Trailer, which will engage families in the community through food samples and giveaways.
Lastly, array of "Feed the Dream" prizes are up for grabs via in-store and digital engagements.
Empire has announce the roster of "Team Sobeys" athletes:
Blayre Turnbull, Ice Hockey (Stellarton, N.S.)
Isabelle Weidemann, Long Track Speed Skating (Calgary)
Kalle Eriksson, Para Alpine Skiing (Kimberly, B.C.)
Paul Poirier, Ice Dance Figure Skating (Toronto)
Piper Gilles, Ice Dance Figure Skating (Toronto)
Sarah Nurse, Ice Hockey (Hamilton, Ont.)
Tyler Turner, Para Snowboard (Campbell River, B.C.)
Farm Boy has also announced its Team Canada partner athletes, Ontario's Renata Fast and Ivanie Blondin.
In its inaugural year participating in the "Feed the Dream" campaign, Farm Boy is launching two “Farm Boy Feed the Dream Grants.”
READ: Voilà’s latest marketing campaign brings together Empire Co. grocery brands
The grants offers support to youth and their families to purchase groceries and contribute to other costs associated with organized sport.
Ontarians are invited to nominate youth in their local community by sharing their story. Applications for the "Farm Boy Feed The Dream Grant" will be open until Feb. 15.
