The 'Feed The Dream' platform builds on the
momentum of the Tokyo 2020 Games
and the support of Team Canada athletes
STELLARTON, NS, Jan. 11, 2022 /CNW/ - Today, Empire Company
Limited ("Empire" or the "Company") (TSX: EMP.A), the Official
Grocer of the Canadian Olympic and the Canadian Paralympic
Teams, proudly unveils the 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 celebrate the 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. Empire will also celebrate its partner
athletes through a comprehensive and immersive nation-wide
experience in-store and online, by sharing their stories through
short, family biography videos, store signage and limited-edition
reusable shopping bags. Feed The Dream also leverages the
power of social media, and the feedthedream.ca website, to connect
Team Canada Olympic and Paralympic athletes with family, friends
and fans around the world.
"We are thrilled that our Feed The Dream platform brought
out the pride and passion of Canadians and athletes last summer,
and we are excited to continue fueling that momentum into the
Winter Games," said Sandra
Sanderson, SVP, Marketing, Empire. "The heartwarming stories
about how families, friends, coaches and communities have rallied
around Canadian athletes and Para athletes are emotional,
inspirational and significant to their individual journeys. We are
sharing some of these unique stories with Canada and inviting everyone to join us and
share their unique experiences of how they Feed The Dream
every day. This platform highlights the determination and
discipline of Canadian athletes, and the power of family on their
journey – from backyard skating rinks and local ski hills, to the
biggest stage in sport."
Empire also announced the Team Canada Olympic and Paralympic
athletes who will represent Empire at the 2022 Beijing 2022 Olympic
and Paralympic Winter Games, including the Canadian Women's Hockey
Team and top athletes across multiple sports.
- Canada's Women's Hockey
Team
- Blayre Turnbull, Women's Hockey
(Stellarton, Nova Scotia)
- Brady Leman, Ski
Cross (Calgary, Alberta)
- Cassie Sharpe, Freestyle Skiing
– Halfpipe (Vancouver, British
Columbia)
- Isabelle Weidemann, Long Track
Speed Skating – 3000m (Ottawa, Ontario)
- Marie-Philip Poulin, Women's
Hockey (Quebec City, Quebec)
- Mark Arendz, Para Nordic Skiing (Hartsville, Prince Edward Island)
- Max Parrot, Snowboard
(Bromont, Quebec)
- Mollie Jepsen, Para Alpine
Skiing (Vancouver, British
Columbia)
- Sarah Nurse, Women's Hockey
(Hamilton, Ontario)
"Empire's innovative grocery
card program provides incredible support to
Paralympic athletes, recognizing the importance of proper fuel and
nutrition as they train for the Games and work to achieve their
goals," added Karen O'Neill, CEO, Canadian
Paralympic Committee.
"Every athlete's Olympic dreams are fed by
hard work, grit, perseverance, and most importantly, the
unconditional support of family,
friends, coaches, and fans. 'Feed The Dream'
ensures athletes receive the nourishment required to pursue
the world's greatest sporting stage," said Jacquie Ryan, the Chief Brand and Commercial
Officer at the COC.
The "Feed The Dream" platform officially kicks off today
and will run for the entirety of the 2022 Olympic and
Paralympic Winter Games with creative featuring Olympic
and Paralympic athletes. The platform will
include out-of-home, digital and social engagement,
television, with broadcast integrations during the Games, in
addition to in-store marketing. Empire is also an official partner
in CBC's "Road to the Olympic Games" show.
For more information and to get involved with the "Feed The
Dream", please visit www.FeedTheDream.ca.
Media asset library can be found here.
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 $28.9 billion in annual sales
and $16.0 billion in assets, Empire and its subsidiaries,
franchisees and affiliates employ approximately 134,000 people.
ABOUT THE CANADIAN OLYMPIC COMMITTEE
The Canadian Olympic Committee leads the achievement of Team
Canada's podium success and advances Olympic values across
Canada. Independent and
predominantly privately funded, the COC delivers the resources that
Canada's elite athletes need to
perform at their best and give their everything every day. By
sharing our athletes' stories, we inspire all Canadians through the
power of sport: 24 hours a day, 7 days a week, 365 days a
year.
ABOUT THE CANADIAN PARALYMPIC COMMITTEE
The Canadian Paralympic Committee is a non-profit, private
organization with 27 member sports organizations dedicated to
strengthening the Paralympic Movement. The Canadian Paralympic
Committee's vision is to be the world's leading Paralympic nation.
Its mission is to lead the development of a sustainable Paralympic
sport system in Canada to enable athletes to reach the podium at
the Paralympic Games. By supporting Canadian high performance
athletes with a disability and promoting their success, the
Canadian Paralympic Committee inspires all Canadians to get
involved in sport. For more information, visit Paralympic.ca.
SOURCE Empire Company Limited