Empire Launches “Feed the Dream” Movement to Support and Celebrate Team Canada on the Road to the Tokyo Olympic Games

Wednesday, May 5, 2021
Feed the Dream Logo

Empire’s family of banners and teammates come together from coast-to-coast to celebrate the emotional connection between family, food and sport

Stellarton, NS (May 5, 2021) – 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.

Sobeys, IGA, Safeway, Foodland, Thrifty Foods and Voilà customers and teammates will have the opportunity to join the “Feed the Dream” movement in many unique ways in the months leading up to the Tokyo Olympic Games in July.

“Our store teams are thrilled to cheer on Team Canada as we ramp up to the Games in Tokyo,” said Sandra Sanderson, SVP, 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. Our partnership with the Canadian Olympic Committee helps us bring that connection to life. To further extend our partnership with the Canadian Olympic Committee, we will also do our part to feed the dream, donating ‘athlete grocery cards’ to support Olympic qualified athletes. Many athletes rely on a community of support to nurture their success and we are proud to be a part of this community for Team Canada!”

Empire will provide grocery cards to qualified athletes to redeem for nutritious food at any of Empire’s banner brands, including Sobeys, IGA, Safeway, Foodland and Thrifty Foods. “Feed the Dream” will run throughout the summer and include out-of-home, digital and social engagement, television, with broadcast integrations during the Games, and in-store marketing. Empire is also an official partner in CBC’s Road to the Olympic Games.

Additionally, Empire selected a roster of athletes that celebrates and reflects the diverse communities served by Empire stores from across the country. Today, Empire is proud to announce those athletes, including:

● Canada’s Women’s Sevens Rugby Team
● Jennifer Abel, Diving (3m Springboard)
● Ellie Black, Artistic Gymnastics
● Andre De Grasse, Athletics (100m/200m, Relay)
● Kylie Masse, Swimming (100/200M Backstroke)
● Sean McColl, Sport Climbing
● Damian Warner, Athletics (Decathlon)

“The Canadian Olympic Committee is grateful for Empire’s generosity and true focus on nurturing athletes,” said 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.”

ABOUT EMPIRE
Empire Company Limited (TSX: EMP.A) is a Canadian company headquartered in Stellarton, Nova Scotia. Empire’s key businesses are food retailing, through wholly-owned subsidiary Sobeys Inc., and related real estate. With approximately $28.4 billion in annual sales and $15.0 billion in assets, Empire and its subsidiaries, franchisees and affiliates employ approximately 127,000 people.

Story and photo: Olympic.ca

News Category: 

Latest News

  • November 25, 2021
    - Para alpine skier joins leadership team led by chef de mission Josh Dueck - 100 day countdown to the Games begins today - 2022 Paralympic Winter Games takes place March 4-13 Ottawa, November 24, 2021 – With 100 days to go until the start of the...
  • November 15, 2021
    TORONTO (November 12, 2021) – On Friday, the International Olympic Committee ( IOC ) announced that Derek Drouin’s London 2012 Olympic high jump bronze medal was upgraded to silver following the disqualification of the initial gold medal winner,...
  • November 2, 2021
    October 26, 2021 By Paula Nichols When Team Canada athletes go for gold in February, we now know exactly what those gold medals – as well as the silver and bronze – will look like. The medal designs for the Beijing 2022 Olympic Winter Games have...
  • October 27, 2021
    TORONTO (October 26, 2021) – Team Canada’s official kit for the 2022 Olympic and Paralympic Winter Games was revealed in Toronto on Tuesday by lululemon, the Canadian Olympic Committee, and Canadian Paralympic Committee. The reveal included official...
  • CISO's new Tokyo 2020 Banners
    October 25, 2021
    At the CSIO Tokyo 2020 Celebration, the talk of the party wasn’t the food (although delicious) or the speakers (although inspiring). It was something up, way up, in the rafters – the 20 new athlete banners, celebrating the CSIO -affiliated athletes...