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Industry NewsSobeys debuts ‘Firsts’ ad campaign at Tokyo Olympics

Sobeys debuts ‘Firsts’ ad campaign at Tokyo Olympics


Empire Company Limited, the first-ever official grocer of Team Canada, debuted its Firsts campaign during the opening ceremonies of the Tokyo Olympics.

The ad highlights Team Sobeys athletes including Jennifer Abel, Ellie Black, Andre De Grasse, and Kylie Masse, Sean McColl and Damian Warner preparing for the Olympic Games, getting pep talks from coaches, and enjoying celebratory moments with their first fans—their families. 

This 60-second anthemic ad is part of the Sobeys Feed The Dream Olympic movement. Firsts debuted nationally during the Opening Ceremonies this past Friday and will continue to reach Canadians across digital and social platforms for the duration of the Games. 

“An Olympic-sized dream is not possible without the steadfast support of loved ones or the nutritious food that powers countless hours of training,” said Sandra Sanderson, SVP, marketing, Sobeys Inc. “Feed The Dream and this new spot, Firsts celebrates that emotional and powerful connection between family, food and sport—three things all Canadians can relate to whether at home or competing for gold on the world stage.”

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