'Feed the Dream' celebrates the friends,
families, and hometowns who nourish the hearts and dreams of Team
Canada
STELLARTON, NS, May 2, 2024
/CNW/ - Today, Empire Company Limited ("Empire" or the
"Company") (TSX: EMP.A), the Official Grocer of Team Canada, is
proud to launch its Feed the Dream campaign to celebrate the
Paris 2024 Olympic and Paralympic
Games.
The Paris 2024 Olympic and
Paralympic Games are powerful unifying events for local communities
in Canada and the Feed the
Dream campaign will serve as a connector between Sobeys, IGA,
Safeway, Foodland, Thrifty Foods and Voilà customers, ensuring Team
Canada athletes feel support from across the country leading up to
and throughout the Games.
This year, Empire has unveiled a Feed the Dream lunchbox
as the centerpiece of its campaign. Drawing inspiration from
heartfelt 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 FeedtheDream.ca.
The Feed the Dream lunchbox is a unique way to remind Team
Canada that their friends, families, hometown communities, and
country are all cheering them on.
Feed the Dream will come to life for Canadians through an
emotive campaign, centered on the idea of loving notes left in a
child's lunchbox:
- Emotionally stirring Feed the Dream film spots and
dynamic Team Canada athlete imagery.
- A media partnership with CBC, bringing Olympics and Paralympics
coverage to Canadians, including special dedicated content with
athletes and their families from Canada Olympic House and the
Sobeys Family & Friends Lounge in Paris.
- A Hometown Tour engaging families in local communities across
Canada with the Feed the
Dream Mobile Food Experience Trailer.
- Opportunities for Canadians to win their own Feed the
Dream lunchboxes by leaving a message of support on
FeedtheDream.ca.
- In-store and digital engagements with shopper contests
providing a chance to win an array of Feed the Dream
prizes.
"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 Company Limited. "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."
Additionally, Empire is proud to announce the roster of "Team
Sobeys" athletes who will represent the diverse communities served
by Empire's family of banners at the Paris 2024 Olympic and Paralympic Games,
including Team Canada's first athlete to compete in the newly
formed Breaking category.
Team Sobeys athletes will aim to inspire Canadians on the world
stage:
- 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)
"For Team Canada athletes to thrive on the world stage, it
requires an incredible amount of hard work, bravery, and
perseverance. Their success is only possible with the support of
family, friends, coaches, and fans – and of course of partners like
Sobeys who share our Olympic values and understand what it takes to
support an athlete's Olympic dream. We're thrilled that Feed the
Dream will celebrate that inspiring story on the road to
Paris," said Jacquie Ryan, the Chief Brand and Commercial
Officer at the COC.
"Unwavering support from family, friends, and the greater
community are critical to athletes working hard to achieve their
goals," said Karen O'Neill, CEO,
Canadian Paralympic Committee. "Feed the Dream brings to life a
nation of support behind Paralympic athletes, providing them with
proper nutrition and encouragement as they prepare to compete
amongst the world's best in Paris."
Empire is committed to connect families and communities through
food as they watch, cheer, and support Team Canada this summer.
Canadians can learn more about Feed the Dream, participate
in contests and giveaways and show their support for Team Sobeys
athletes by leaving encouraging messages at
www.FeedTheDream.ca.
ABOUT EMPIRE
Empire Company Limited (TSX: EMP.A) is a
Canadian company headquartered in Stellarton, Nova Scotia. Empire's key
businesses are food retailing, through wholly-owned subsidiary
Sobeys Inc., and related real estate. With approximately
$30.7 billion in annual sales and
$16.6 billion in assets, Empire and
its subsidiaries, franchisees and affiliates employ approximately
131,000 people.
ABOUT THE CANADIAN OLYMPIC COMMITTEE
The Canadian
Olympic Committee believes sport has the power to transform
Canada. Through the Team Canada
Impact Agenda and together with our partners, the COC is committed
to making sport safe, inclusive and barrier-free so more young
people can play and stay in sport. Learn more at
olympic.ca.
ABOUT THE CANADIAN PARALYMPIC COMMITTEE
The Canadian Paralympic Committee is a non-profit, private
organization in partnership with 27 member sport organizations,
dedicated to the power and impact of Paralympic sport. Holding a
vision of an inclusive world realized through Paralympic sport, its
mission is to deliver the best-prepared teams for Games excellence
while modeling and promoting disability inclusion and
accessibility. Championing the stories and successes of
high-performance athletes with disabilities, the Canadian
Paralympic Committee inspires Canadians to embrace inclusivity and
actively engage in sports. For more insights, visit
Paralympic.ca.
Related Links
http://www.sobeys.com
SOURCE Empire Company Limited