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Empire begins Olympic campaign

Grocery store company Empire has begun a campaign called “Feed the Dream” as part of its sponsorship of the Canadian Olympic Committee. The company is the official grocery sponsor of the Paris 2024 Olympic and Paralympic teams. The campaign uses the image of a child’s lunchbox containing a message of support. It encourages consumers to submit personal support messages for athletes at <> to enter a draw for a branded lunchbox. The effort also makes use of a television commercial, content marketing with CBC that will highlight athletes and their families, a branded vehicle that will visit a series of communities nationally, and in-store materials and contests.

“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 of marketing at Empire. “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.”

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