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Sobeys aims to Feed the Dream again. The grocer launches a Winter iteration of its platform, celebrating the support systems that make Olympic ambitions come true. By Justin Crann. January 17, 2022. Sobeys is reinforcing its sponsorship of Team Canada with a new campaign that builds upon the platform established during the 2020 Summer Games.
Sobeys Canada, flyer (Feed The Dream ON) March 3 March 9, 2022 Shopping Canada

January 11, 2022. 0. 59. Sobeys, the Official Grocer of the Canadian Olympic and the Canadian Paralympic Teams, has unveiled its Winter 2022 Feed The Dream platform, continuing the Company's support of Canada's Olympic and Paralympic athletes. Building on the momentum of the Tokyo 2020 Games, Empire's family of brands continues to.
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Sobeys opens Tokyo Games with new TV ad. Parent company Empire builds off its "Feed the Dream" marketing program with a commercial that connects food, family and aspirations. David Brown. 7/29/2021. After introducing its "Feed the Dream" Olympic marketing program this spring, Empire has taken the campaign to TV for the launch of Tokyo 2020.
Sobeys Canada, flyer (Feed The Dream ON) March 3 March 9, 2022 Shopping Canada

2020 Olympics Commercial! This aired in Summer 2021.
Going Beyond Dreams with Our Friends at Sobeys Inc. — The Dream Factory

The mood leading up to the 2022 Beijing Winter Olympic and Paralympic games was particularly bleak due to significant external disruptions, including COVID-19 and international political uncertainty. To help lead the way, Sobeys transformed their 'Feed the Dream' sponsorship platform into a powerful, national movement to support the Canadian athletes.
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During its first year at the Games, Sanderson says Sobeys' Olympic "Feed the Dream" campaign and sponsorship - led in large part by Erika DeHaas, VP of marketing communications - helped it achieve similar awareness levels as some of the more long-standing sponsors. In total, the creative generated more than 925 million impressions.
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Empire Company Ltd., the parent company of Sobeys, IGA, and Safeway has brought back its "Feed the Dream" marketing campaign for the 2022 Winter Olympics, which get underway in Beijing next month. The theme of the campaign is nourishing Canada's Olympic hopefuls through both food and the support of family and coaches.
Sobeys brings 'Feed the Dream' to TV

The Feed The Dream campaign brings to life Empire's core values and celebrates the emotional connection between family, food and sport. As the Official Grocer of the Canadian Olympic Team, Sobeys Inc. set out to create a digitally led campaign and create a platform that would resonate with our Olympic athletes as well as Canadians.
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Empire Co., the Official Grocer of Team Canada, proudly launched Feed the Dream Olympic campaign today. As part of the Feed The Dream campaign, all athletes who represent Canada in Tokyo this summer will receive grocery cards redeemable for groceries at any of Empire’s banners, including Sobeys, IGA, Safeway, Foodland and Thrifty Foods.
Sobeys Canada, flyer (Feed The Dream ON) March 3 March 9, 2022 Shopping Canada

As part of the Feed The Dream campaign, all Olympic and Paralympic athletes who represent Canada at the Tokyo Olympic and Paralympic Games will receive grocery cards that can be redeemed at the following locations: stores across Canada including Sobeys, Safeway, IGA, IGA extra, Garden Market IGA, Foodland, FreshCo, Chalo! FreshCo, and Thrifty.
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May 6, 2021. Sobeys is setting the table for a big Olympics push. "Feed the Dream" is a large integrated effort ahead of the Games that includes activations across TV, online video, OOH, social and digital, as well as Canadian Olympic Committee branding on the grocer's private label offerings, fleet trucks, shopping bags and in-store end.
Sobeys 'Feed the Dream' campaign has Olympic aspirations Grocery Business Magazine

As Canadian diver and Olympic medalist Jennifer Abel prepares for the Olympics in Tokyo, we know she's ready to #FeedTheDream. Feed The Dream | As Canadian diver and Olympic medalist Jennifer Abel prepares for the Olympics in Tokyo, we know she's ready to #FeedTheDream. | By Sobeys
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Today, Empire Company Limited ("Empire" or the "Company") (TSX:EMP.A), the first-ever Official Grocer of Team Canada proudly launches the "Feed the Dream" movement. Recognizing the tremendous support Canadian athletes need to compete on the world stage, Empire has embraced this opportunity to support, celebrate, nourish and stand behind Team Canada.
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emotional connection between family, food and sport with the Feed The Dream platform. Empire will provide grocery cards to all qualified 2022 Winter Olympic and Paralympic athletes. The grocery cards can be redeemed for nutritious food at Empire banner stores, including Sobeys, IGA (Quebec), Safeway, Foodland, Thrifty Foods and Voilà.
Sobeys Canada, flyer (Feed The Dream Atlantic) July 22 July 28, 2021 Shopping Canada

Sobeys Inc. Feed The Dream (CNW Group/Sobeys Capital Incorporated) Empire Company Limited —the parent company of Sobeys, IGA, Safeway, Farm Boy, Foodland, FreshCo, Thrifty Foods, Longo's and Rachelle Béry—introduced a marketing campaign this week, less than three months ahead of the Tokyo Summer Games, Empire's first Olympics as official grocer of the Canadian Olympic Committee.
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In 2019, Sobeys became a Canadian Olympic sponsor, and the first "official grocer of Team Canada." Running throughout the 2020 Tokyo games the "Feed the Dream" campaign features "Firsts", the newest TV ad that celebrates and deepens the emotional and powerful connection between family, food, and sport— three things that unite Canadians, whether at home or competing for gold.
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