Canadian Ad Insider

Empire Company and its family of brands — including Sobeys, IGA, Safeway, Foodland, Thrifty Foods, Farm Boy, and Voilà — will bring communities together from coast to coast to cheer on Team Canada and celebrate the powerful connection between food, family, and sport.

This makes the return of Empire's Feed The Dream campaign, which has included Tokyo 2020 (held 2021), Beijing 2022, and Paris 2024, and is part of their involvement as the Official Grocer of Team Canada.

Empire's Feed The Dream campaign will come 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:

• Athlete Content: Inspiring short films and striking Team Sobeys athlete imagery that highlight the vital role nourishing support through food, people, and communities plays in the journey to the Milano Cortina Winter Games.
• Community Mobile Food Experience: A visit from the Feed The Dream Mobile Food Experience Trailer to Pictou County, Nova Scotia, featuring food sampling, giveaways and other activities to engage the local community.
• CBC Partnership: Custom Olympic and Paralympic coverage, in partnership with CBC, where Canadians can 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.
• Team Canada Support: Continued support of Team Canada Olympic and Paralympic athletes in the lead up to and after the Milano Cortina Games as part of its Athlete Grocery Card program.
• Empire Teammate Engagement: Four Empire teammates will be selected through a company-wide contest to serve as correspondents for the Paralympic Games, traveling to Italy for a once-in-a-lifetime experience at the Milano Cortina 2026 Paralympic Winter Games. From the heart of the action, they will deliver exciting behind-the-scenes highlights live from the Games. Teammates can also nominate a local community sports organization to win one of three donations worth $5,000 in value.
• Feed The Dream Prizes: The opportunity for Canadians to visit Sobeys.com for their chance to win a Feed Your Team prize package, complete with a limited-edition viewing kit, snacks and $100 grocery gift card to cheer on Team Canada. A contest featuring in-store and digital engagements also provides shoppers with the chance to win one of three grand prizes of 1 million Scene+ points.

This year, Empire has also announced "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 connecting fans, families and communities through the power of food and sport as they cheer on Team Canada. Canadians can learn more about Feed The Dream, participate in contests and giveaways, and show their support for Team Sobeys athletes by visiting Sobeys.com.

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