Our athletes always step up their game, so in its third year as the Official Grocer of Team Canada, Sobeys was motivated to do the same. But how to make a powerful, emotional brand platform like “Feed the Dream” even more powerful and emotional in 2024? For the first time as the Official Grocer, Sobeys brought TikTok to the podium.
The brand partnered with creators across the platform to inspire Canadians to show their support for Team Canada athletes and foster a deeper emotional connection with the platform. This strategy led to the brand’s highest-performing influencer content to date, including posts from creators like Coach Jeremy.
This combined with a comprehensive, multi-channel digital communications strategy that included media relations, community management, and social media engagement led to outstanding results, surpassing the previous Beijing campaign by an impressive 64 per cent in terms of reach.
