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Industry NewsEmpire launches Feed the Dream campaign for Team Canada athletes in Paris...

Empire launches Feed the Dream campaign for Team Canada athletes in Paris 2024 Olympics

Feed the Dream – In-store (CNW Group/Empire Company Limited)

Team Canada’s official grocer, Empire, has launched its Feed the Dream campaign to back Canadian athletes gearing up for the Paris 2024 Olympic and Paralympic Games.

The Feed the Dream will connect customers of Sobeys, IGA, Safeway, Foodland, Thrifty Foods and Voilà to show support for Team Canada athletes leading up to and during the Games.

“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,” says Erika DeHaas, vice president of marketing at Empire.

At the heart of the campaign is the Feed the Dream lunchbox, inspired by finding encouraging notes in childhood lunchboxes. Canadians can send personalized messages of support to Team Canada athletes through

The campaign features emotional film spots, imagery of Team Canada athletes and a media partnership with CBC to ensure detailed coverage of the Olympics and Paralympics.

Empire is also taking the Feed the Dream experience on tour with the Feed the Dream Mobile Food Experience Trailer.

“We take great pride in our continued support for Canadian athletes,” DeHaas added. “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.”

The campaign also celebrates the announcement of “Team Sobeys,” a roster of exceptional athletes representing diverse communities served by Empire’s family of banners at the Paris 2024 Olympic and Paralympic Games. 

“We’re thrilled that Feed the Dream will celebrate that inspiring story on the road to Paris,” says Jacquie Ryan, chief brand and commercial officer at the COC.

Among them is Phil Wizard, who will be the first Canadian athlete to compete in the newly formed breaking category.

“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,” says Karen O’Neill, CEO of the Canadian Paralympic Committee.

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