Case Study

Empire
Feed The Dream

For the Milano-Cortina 2026 Olympic and Paralympic Winter Games, Empire asked XMC to evolve Feed the Dream across its family of grocery banners. Working as an extension of the Sobeys marketing team, XMC led an integrated sponsorship campaign connecting Team Canada storytelling with retail, employee and community participation.

MISSION

Develop the most impactful Feed The Dream campaign to date by creating a timely and culturally relevant platform that remained authentic to Empire Company’s family of banners.

The campaign needed to evolve with new business priorities, maximize exclusive content opportunities in Milan, and extend the platform across Empire banners while delivering greater efficiency and measurable business results.

DELIVERY

XMC aligned the client team, agencies, athletes, retailers and media partners.

Led integrated strategy across content, athlete management, experiential, shopper marketing and digital amplification.
Expanded the platform to Farm Boy and launched Longo’s first Team Canada partnership.
Deployed the Mobile Food Experience and delivered a bespoke Milan content hub with CBC and Sobeys.

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ADDITIONAL SERVICES DELIVERED

Integrated Marketing Strategy · Sponsorship Marketing · Experiential Marketing · Shopper Marketing · Content Strategy · Creative Development · Media Integration · Social & Digital Campaigns · Partnership Management · Athlete & Talent Management · Event Production · Project Management

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RESULTS

The campaign combined national exposure with consumer participation and first-party audience growth. The selected figures reflect distinct campaign streams and should be read separately; contest entries are not unique individuals or a single combined audience.