In 2019, Sobeys became a Canadian Olympic sponsor, and the first “official grocer of Team Canada.” Running throughout the 2020 Tokyo games the “Feed the Dream” campaign features “Firsts”, the newest TV ad that celebrates and deepens the emotional and powerful connection between family, food, and sport— three things that unite Canadians, whether at home or competing for gold. 

The media campaign was led by UM in partnership with Reprise and client creative agencies. The team pre-planned for reactive content in real-time to spotlight possible big moments. 

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