Sobeys - Feed the Dream

Brief

Celebrate and Sobeys and Empire’s sponsorship of the Canadian Olympic and Paralympic Teams.

Creative solution

We put everyday Canadians in touch with their Olympians and Paralympians by centering our story around a simple object everyone can relate to: the lunchbox. From a storytelling perspective, we used notes packed in lunchboxes to show how people connect and care for each other. We also let consumers submit their own notes for our athletes, and shared our favourites across our communications.

Tactically, the lunchbox was also the focus of a contest, which allowed Canadians to win enough groceries to pack their lunches for a year.

Keywords

Grocery, Sport, Web design, Figma, In Store, POS, OOH

Web

Homepage

Optimized for desktop and mobile.

Athletes’ Bios Page

Each of the Team Sobeys athletes had their moment to shine with a short bio and a featured note. At launch these notes came from relatives, friends, coaches or teammates. Visitors could use the button on each athlete’s section to send them a note of encouragement, and as the campaign went on, cheers from everyday Canadians were featured.

Notes Page

Canadians could use this page to submit notes of encouragement to our athletes. The notes were then featured on the website and other owned media, used in Paris at an activation at Canada House, and given directly to the athletes to show them that all of Canada is behind them!

Grocery Contest

Each store within the Empire brand ran their own parallel version of the “Lunches for a Year” contest, and each received their own branded page. Additionally, various sponsor brands got their own feature on the site.

In Store

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In-Store - Grocery Contest

In addition to the athlete features, the campaign also included a huge variety of product-centric POS callouts. Between the different products and stores, hundreds of individual touts were created.

Out of Home

As part of a nationwide OOH takeover, I built layouts for transit shelters, billboards, and more across the country. This included a special Union Station takeover with more than 20 unique placements, and custom placements at athletic centres.

I also led design teams by creating subbrand guidelines for Feed the Dream OOH, ensuring design consistency across hundreds of OOH media placements.

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