IGA’s latest creative is championing the best in their field by throwing support behind farmers as well as Olympic athletes.

In the Empire grocer’s animated hero spot, a farmer painstakingly tends to his “crop of champions,” out of which emerges athletes. The campaign draws a parallel between the hard work and dedication required to be a farmer, compared to becoming an elite athlete.

“The campaign is really delivering a strong message, ‘harvest what you sow,’ and draws a parallel between the perseverance and resilience of our Team Canada athletes and that of our local farmers,” says Carl Pichette, vice president of marketing with Sobeys Québec. “It’s a sponsorship built on inspiration and community engagement, and at the same time, it meets our business objectives of showcasing local products and producers.”

Empire retail banners carry an assortment of more than 5,000 local products in stores nationally, and has partnered with more than 800 suppliers since the establishment of its Local Development Team in 2018.

The official Team Canada grocer for the Paris 2024 Summer Olympic and Paralympic Games, IGA and its retailer network are helping to further build on its “Feed the Dream” story, which is the positioning that Empire’s built around nurturing Olympic hopefuls.

Earlier this year, “Feed the Dream” drew inspiration from heartfelt childhood moments of finding surprise notes of encouragement packed in lunches. Empire is encouraging fans to send personal messages of support to Team Canada athletes through the campaign’s microsite, which also features CPG brand “lunch for a year” partnerships and contesting.

The sponsorship is being rolled out in animated 3D TV spots in 15-second and 45-second formats, as well as in sponsorship panels, online videos, POP, social media posts and web banners.

The “Crop of Champions” campaign runs until mid-September and spotlights five athletes from Quebec and New Brunswick: boxer Tammara Thibeault, gymnast René Cournoyer, weightlifter Maude Charron who served as one of the country’s flag bearers at the 2024 Opening Ceremony, diver Mia Vallée, para triathlete Kamylle Fénettre and para swimmer Aurélie Rivard.

IGA took a similar animated approach previously during the Winter Games, also focusing on family and togetherness.