Putting family at the heart of every Olympic dream
SOBEYS FEED THE DREAM
Overview
We created a platform that went beyond encouraging Canadian families to “Feed the Dream” of Olympic athletes. We motivated and inspired them to feed the sports dreams of their loved ones, in a way that only Sobeys could.
Relevance
- Built an impactful multi-year Olympic platform.
- Created a meaningful emotional connection with viewers.
- Partnered with Olympic athletes to convey messaging.
- Successfully translated platform to a multitude of touch points.
Key Challenge
Sobeys needed to establish an Olympic sponsorship platform that resonated with Canadians as it became the first official grocer of Team Canada.
Strategic platform
Convention:
Exceptional Individuals
Disruption:
No Start, no Finish – celebrating everyone who got them here
Vision:
A part of your team
Creative strategy
Show Canadians that the foundation of any great sports career comes from the great families that have been behind the athletes from the beginning.
The Results
Hero campaign creative scored second out of all Canadian Olympic sponsors on emotional resonance.
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