Empire Company Launches ‘Feed the Dream’ Campaign for Paris 2024 Games
STELLARTON, NS, May 2, 2024 /CNW/ – Empire Company Limited (“Empire” or the “Company”) (TSX: EMP.A), the Official Grocer of Team Canada, has launched its ‘Feed the Dream’ campaign to celebrate the Paris 2024 Olympic and Paralympic Games.
The campaign highlights the support of friends, families, and hometowns for Team Canada. Empire’s brands—Sobeys, IGA, Safeway, Foodland, Thrifty Foods, and Voilà—will connect customers across Canada, ensuring athletes feel the nation’s support.
A key feature of the campaign is the ‘Feed the Dream’ lunchbox, inspired by childhood moments of finding encouraging notes in lunchboxes. Through FeedtheDream.ca, Canadians can send personal messages of support to athletes, reminding them of the nation’s unwavering cheer.
Campaign Highlights:
- Emotive Campaign: Heartwarming film spots and dynamic athlete imagery.
- Media Partnership: Collaboration with CBC for Olympic and Paralympic coverage, featuring content with athletes and their families from Canada Olympic House and the Sobeys Family & Friends Lounge in Paris.
- Hometown Tour: The Feed the Dream Mobile Food Experience Trailer engaging local communities.
- Support Messages: Opportunities for Canadians to win their own Feed the Dream lunchboxes by leaving messages of support on FeedtheDream.ca.
- Engagements and Contests: In-store and digital contests with chances to win various Feed the Dream prizes.
Erika DeHaas, Vice President of Marketing at Empire, expressed the company’s dedication to nurturing families and supporting athletes. “Nutritious food and genuine support from family and friends are essential for Olympic and Paralympic dreams. We are proud to continue our support for Canadian athletes and sports in Canada.”
Empire also announced the roster of “Team Sobeys” athletes representing diverse communities at the Paris 2024 Games, including Team Canada’s first athlete in the Breaking category:
- Damian Warner, Decathlon (London, Ontario)
- Ellie Black, Gymnastics (Halifax, Nova Scotia)
- Joshua Liendo, Swimming (Toronto, Ontario)
- Phil Wizard, Breaking (Vancouver, British Columbia)
- Kate O’Brien, Para Cycling (Vancouver, British Columbia)
- Stefan Daniel, Para Triathlon (Calgary, Alberta)
- Melissa Humana-Paredes and Brandie Wilkerson, Beach Volleyball (Toronto, Ontario)
Jacquie Ryan, Chief Brand and Commercial Officer at the COC, emphasized the importance of support for athletes’ success. Karen O’Neill, CEO of the Canadian Paralympic Committee, highlighted the campaign’s role in providing nutrition and encouragement for Paralympic athletes.
Empire is committed to connecting families and communities through food as they cheer and support Team Canada this summer.
