Canadians are tuning in and cheering on Team Canada

With the 2020 Tokyo Olympic Games under way, Canadians are tuning in and cheering on Team Canada.

For Team Canada athletes in Tokyo, the Olympics marks the height of their sporting careers – a spotlight moment on the world stage.  It’s also a powerful reminder of all that went into building their Olympic dream, including their community of supporters – family, friends, coaches, teammates and a supportive country.

To commemorate this moment, Empire Company Limited, the first-ever Official Grocer of Team Canada, proudly unveiled Firsts.

The ad highlights Team Sobeys athletes including Jennifer Abel, Ellie Black, Andre De Grasse, and Kylie Masse, Sean McColl and Damian Warner preparing for the Olympic Games, getting pep talks from coaches, and enjoying celebratory moments with their first fans – their family. 

This 60-second anthemic ad is part of the brand’s Feed The Dream Olympic movement. Feed The Dream launched on May 5, 2021.

The Feed the Dream movement has included grocery cards redeemable at Sobeys Inc. locations given to every Team Canada athlete, dynamic out of home advertising (including a full advertising takeover of Union Station), the Road to Olympics Family Album with CBC; highlighting athlete preparation for the Games, full-scale, in-store displays in Sobeys Inc. stores nationally, a limited edition reusable bag and a unique activation designed to unite Canadians and celebrate Canadian athletes. The activation encouraged Canadians to share their words of encouragement for Canadian Olympians on Selected messages were embroidered and stitched together to create mosaic of support for Canadian athletes in the form of a tablecloth. Participants selected to have their messages included were also able to see the actual embroidery of their words take place via video.

Building excitement internally was also important and the Feed The Dream movement included Sobeys Inc. teammates across Canada through their own dedicated campaign and contests. Teammates from all areas of the business were asked to submit words of encouragement that resonated with them to a dedicated website. This resulted in hundreds of inspiring quotes and stories from teammates and an internal awards ceremony to recognize selected finalists, to take place later this year.

“An Olympic-sized dream is not possible without the steadfast support of loved ones or the nutritious food that powers countless hours of training,” said Sandra Sanderson, SVP, Marketing, Sobeys Inc. “Feed The Dream and this new spot, Firsts celebrates that emotional and powerful connection between family, food and sport- three things all Canadians can relate to whether at home or competing for gold on the world stage.”

Firsts debuted nationally during the Opening Ceremonies this past Friday and will continue to reach Canadians across digital and social platforms for the duration of the Games. 

For more information about Firsts or the Feed The Dream movement, please reach out and I am happy to coordinate. If you are interested in a 1:1 interview opportunity, Sandra Sanderson, SVP of Marketing, Sobeys Inc. and Erika DeHaas, VP Marketing Operations, Sobeys Inc. are available.

For a full list of credits for Firsts, please see below. 




Sandra Sanderson, SVP, Marketing

Erika DeHass, VP, Marketing Communications 

Chief Creative Officer – Todd Mackie

Chief Creative Officer – Denise Rossetto

SVP, Creative Director, Copywriter – Chris Booth 

VP ACD, Art Director – Joel Pylypiw 

VP ACD, Art Director – Mike Schonberger

Senior Producer –  Terry Kavanagh

SVP, Business Director / Brand Reputation – Rebecca Flaman

Group Account Director – Rachel Selwood

Account Director – Aviva Togman

Account Supervisor – Marianella Aguilera

Production Company – Skin and Bones Film

Director – Lloyd Lee Choi

Editorial – Rooster Post (Editor – Marc Langley)

VFX/Finishing – Fort York VFX

Colour – Alter Ego Post 

Audio – Grayson Music (audio Director – Jody Colero)

Agency Credits:

  • Creative: BBDO
  • Media Buy: UM
  • Athlete management/XM: XMC
  • PR: North Strategic