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Empire cheers on Team Canada at Paris Olympics with 'Feed the Dream' campaign

Campaign centres around a lunchbox as a symbol of support
Jillian Morgan, female, digital editor for Canadian Grocer
empire feed the dream 2024
Feed the Dream comes to life through film spots and Team Canada athlete imagery.

Empire Co. Ltd. is celebrating the Paris 2024 Olympic and Paralympic Games with its “Feed the Dream” campaign.

The campaign will serve as a connector between Sobeys, IGA, Safeway, Foodland, Thrifty Foods and Voilà.

At the centre of the campaign is a lunchbox, drawing inspiration from childhood moments of finding surprise notes of encouragement packed in lunches.

Fans across Canada will be able to send their own personal messages of support to Team Canada athletes via Canadians that leave a message have the chance to with their own Feed the Dream lunchbox. 

Feed the Dream comes to life through film spots and Team Canada athlete imagery.

A media partnership with the CBC includes special dedicated content with athletes and their families from Canada Olympic House and the Sobeys Family & Friends Lounge in Paris.

The campaign also includes a Hometown Tour engaging families in local communities across Canada with the Feed the Dream Mobile Food Experience Trailer.

Lastly, an array of Feed the Dream prizes are up for grabs via in-store and digital engagements.

"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, in a release. "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."

Empire also announce the roster of "Team Sobeys" athletes:

  • Damian Warner, Decathlon (London, Ont.)
  • Ellie Black, Gymnastics (Halifax)
  • Joshua Liendo, Swimming (Toronto)
  • Phil Wizard, Breaking (Vancouver) 
  • Kate O'Brien, Para Cycling (Vancouver)
  • Stefan Daniel, Para Triathlon (Calgary)
  • Melissa Humana-Paredes and Brandie Wilkerson, Beach Volleyball (Toronto)
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