Feed the Dream: Empire Company Limited inspires Canadians to cheer on Team Canada at the Paris 2024 Olympic and Paralympic GameS

Today, Empire Company Limited (“Empire” or the “Company”) (TSX: EMP.A), the Official Grocer of Team Canada, is proud to launch its Feed the Dream campaign to celebrate the Paris 2024 Olympic and Paralympic Games.

Team Sobeys athlete Damian Warner and his son in the “Feed the Dream” TV spot (CNW Group/Empire Company Limited)

The Paris 2024 Olympic and Paralympic Games are powerful unifying events for local communities in Canada and the Feed the Dream campaign will serve as a connector between Sobeys, IGA, Safeway, Foodland, Thrifty Foods and Voilà customers, ensuring Team Canada athletes feel support from across the country leading up to and throughout the Games.

This year, Empire has unveiled a Feed the Dream lunchbox as the centerpiece of its campaign. Drawing inspiration from heartfelt childhood moments of finding surprise notes of encouragement packed in lunches, fans across Canada will be able to send their own personal messages of support to Team Canada athletes via FeedtheDream.ca. The Feed the Dream lunchbox is a unique way to remind Team Canada that their friends, families, hometown communities, and country are all cheering them on.

Feed the Dream will come to life for Canadians through an emotive campaign, centered on the idea of loving notes left in a child’s lunchbox:

Emotionally stirring Feed the Dream film spots and dynamic Team Canada athlete imagery.A media partnership with CBC, bringing Olympics and Paralympics coverage to Canadians, including special dedicated content with athletes and their families from Canada Olympic House and the Sobeys Family & Friends Lounge in Paris.A Hometown Tour engaging families in local communities across Canada with the Feed the Dream Mobile Food Experience Trailer.Opportunities for Canadians to win their own Feed the Dream lunchboxes by leaving a message of support on FeedtheDream.ca.In-store and digital engagements with shopper contests providing a chance to win an array of Feed the Dream prizes.

“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, Marketing, Empire Company Limited. “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. We are so excited to be a part of the community cheering for Team Canada again this year.”

Additionally, Empire is proud to announce the roster of “Team Sobeys” athletes who will represent the diverse communities served by Empire’s family of banners at the Paris 2024 Olympic and Paralympic Games, including Team Canada’s first athlete to compete in the newly formed Breaking category.

Team Sobeys athletes will aim to inspire Canadians on the world stage:

Damian Warner, Decathlon (London, Ontario)Ellie Black, Gymnastics (Halifax, Nova Scotia)Joshua Liendo, Swimming (Toronto, Ontario)Phil Wizard, Breaking (Vancouver, British Columbia) Kate O’Brien, Para Cycling (Vancouver, British Columbia)Stefan Daniel, Para Triathlon (Calgary, Alberta)Melissa Humana-Paredes and Brandie Wilkerson, Beach Volleyball (Toronto, Ontario)

“For Team Canada athletes to thrive on the world stage, it requires an incredible amount of hard work, bravery, and perseverance. Their success is only possible with the support of family, friends, coaches, and fans – and of course of partners like Sobeys who share our Olympic values and understand what it takes to support an athlete’s Olympic dream. We’re thrilled that Feed the Dream will celebrate that inspiring story on the road to Paris,” said Jacquie Ryan, the Chief Brand and Commercial Officer at the COC.

“Unwavering support from family, friends, and the greater community are critical to athletes working hard to achieve their goals,” said Karen O’Neill, CEO, Canadian Paralympic Committee. “Feed the Dream brings to life a nation of support behind Paralympic athletes, providing them with proper nutrition and encouragement as they prepare to compete amongst the world’s best in Paris.”

Empire is committed to connect families and communities through food as they watch, cheer, and support Team Canada this summer. Canadians can learn more about Feed the Dream, participate in contests and giveaways and show their support for Team Sobeys athletes by leaving encouraging messages at www.FeedTheDream.ca.