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Industry NewsEmpire launches campaign to support Team Canada

Empire launches campaign to support Team Canada


Empire has launched the “Feed the Dream” movement to support Team Canada in the Tokyo Olympic Games as the Official Grocer of Team Canada.

Empire will give grocery cards to qualified athletes to be used at any of its banner brands.

“Our store teams are thrilled to cheer on Team Canada as we ramp up to the Games in Tokyo,” says Sandra Sanderson, senior vice president, marketing, Empire. “Over the last 14 months, many Canadians have been spending more time at home with their families, having meals together. At Empire, we believe there is a powerful connection between family, food and sport that unites Canadians.

Sobeys, IGA, Safeway, Foodland, Thrifty Foods and Voilà will be participating and giving customers the chance to join the movement.                               

Empire is also supporting Canada’s Women’s Sevens Rugby Team, Jennifer Abel, diving, Ellie Black, artistic gymnastics, Andre de Grasse, athletics, Kylie Masse, swimming, Sean McColl, sport climbing and Damian Warner, athletics.

“The Canadian Olympic Committee is grateful for Empire’s generosity and true focus on nurturing athletes,” says Canadian Olympic Committee chief brand and commercial officer Jacquie Ryan. “Empire’s values have shone bright in the last year, as many athletes have needed support and they’ve stepped up to ensure Canadian athletes continue to get the nourishment they need to train and compete. We can’t wait to celebrate Team Canada – and the communities that nourish them – in Empire’s stores across the country this summer.”

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