“Feed the Dream” is a large integrated effort ahead of the Games that includes activations across TV, online video, OOH, social and digital, as well as Canadian Olympic Committee branding on the grocer’s private label offerings, fleet trucks, shopping bags, and in-store end cap displays.

The campaign invites Canadians to send messages of support and best wishes to Canadian athletes as they prepare to compete in Tokyo. UM has partnered with Twitter to run a Spotlight Trend on May 6th to ask Canadians to send a message using #FeedTheDream and the Sobeys custom Olympic emoji.

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