Sobeys X Team Canada - Feed The Dream

The mood leading up to the 2022 Beijing Winter Olympic and Paralympic games was particularly bleak due to significant external disruptions, including COVID-19 and international political uncertainty. To help lead the way, Sobeys transformed their ‘Feed the Dream’ sponsorship platform into a powerful, national movement to support the Canadian athletes. To galvanize the emotional connection between Canadians and their athletes, the campaign leveraged emotional storytelling and high impact media and brand integrations to drive action. Sobeys shared the personal, inspirational stories of nine athletes, across broadcast, digital and social integrations.  UM helped Sobeys strike gold, smashing performance benchmarks, propelling Sobeys well above other more established sponsors, and strengthening the brand on virtually every key measure.