Aside from the TV ad, Sobeys has been integrated into CBC broadcasts through a series called “Family album,” which focuses on stories about athletes and their connection to family.
The broadcast presence is just the latest element of a multi-channel campaign that kicked off in May. Part of the program included inviting Canadians to submit encouraging messages to Canada’s Olympic hopefuls at a special website: FeedTheDream.ca, and through social media.
The themes of food, sport and family support were literally stitched together even further with some of those messages sewn into a special tablecloth to be presented to Team Canada upon their return to Canada following the Games.
“We are so pleased with the positive reception that our Feed the Dream tablecloth is receiving,” said DeHaas. “To date, we have received over 306,000 unique visitors to FeedTheDream.ca and the Games have just begun.”
Beyond that, Empire has used its Olympic sponsorship across its grocery banners through digital content featuring sponsored athletes, store signage, out-of-home advertising, Olympic branded uniforms and limited edition Feed the Dream reusable bags.
Empire also provided grocery cards to Team Canada athletes competing in Tokyo, redeemable for groceries at any of Empire’s banners including Sobeys, IGA, Safeway, Foodland and Thrifty Foods.
“Empire’s partnership with Canadian Olympic Committee, and the ‘Feed The Dream’ movement, is not simply a form of marketing,” said DeHaas. “It makes us a stronger, more united company with deeper customer bonds, bringing families together and cheering on Team Canada across the country.”