Sobeys is “feeding the dream” of Canadian Olympic hopefuls with a campaign that includes a wealth of media tactics.
With a through-line built around the nostalgia of inspirational notes parents leave in children’s lunchboxes, the grocer is looking to drive traffic and engagement through its FeedtheDream.ca microsite, with TV, OLV, OOH, social, and experiential.
Erika DeHaas, VP of marketing at Empire/Sobeys says the site will house inspirational messages sent to Team Canada athletes as a way to bring people together.
According to DeHaas, Sobeys will have a mix of media, but that it is “definitely more engaged in TikTok,” this time around and has lots of content to celebrate the “Feed the Dream” program.
There are cutdown versions of the TV spot, all meant to get Canadians to engage, particularly young families.
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In its store network, in-store and digital promotions feature a shopper contest, with Team Canada CPG partners offering a chance to win an array of “Feed the Dream” prizes like free lunches for a year. Customers will have a chance to win LTO lunchboxes, too.
On the XM side, Empire is supporting efforts with a “Hometown Tour” engaging families in local communities across Canada with the “Feed the Dream” mobile food trailer, a 56-foot conveyance that converts into a fully operating food kitchen, complete with giant screens.
The trailer will be in Vancouver, Calgary, London, Toronto and Halifax (across Sobeys/Safeway athlete hometowns) to drive engagement and encourage locals to support Team Canada’s Olympic aspirations.
XMC is supporting experiential and athlete management, BBDO handled the creative, UM Canada the media buy and planning, North Strategic on PR and influence, and Tru Agency developed the microsite.
