(the “Contest”)

1. Eligibility

The Contest is open to legal residents of all provinces of Canada except Quebec who have reached the age of majority in their province of residence on the date that they entered the Contest (each a “Participant”). Void where prohibited by law. Employees, directors, officers, representatives, agents of Sobeys Capital Incorporated (the “Contest Organizer”), and each of their respective parent companies, affiliates, franchisees, subsidiaries, distributors, representatives, advertising and promotional agencies, agents, sponsors, and any entity that they contract with specific to the Contest, as well as the immediate family members (spouse, parent, child, sibling), and any persons domiciled with any of the above (whether related or not), are not eligible to win a Prize.

2. Contest Period

You can support Team Canada’s athletes by submitting words of encouragement (in compliance with the manner of participating and additional participation requirements further detailed in the Rules) (“Encouragements”) to be added to Team Canada’s digital Tablecloth (published at (“Digital Tablecloth”) from May 5th, 2021, at 12:01 a.m. Eastern Time (“ET”) until on August 9th, 2021 at 11:59 p.m. (ET) (the “Contest Period”). By submitting your Encouragements during the Contest Period, (i) you are deemed to acknowledge, understand and agree to comply with the terms and conditions outlined in these rules (the “Rules”), and (ii) you will automatically participate in the Contest and may win the chance to have your Encouragements stitched to the physical Team Canada Tablecloth to support Team Canada athletes during the Tokyo 2020 Olympics Games (see the Prize as further detailed in the Rules) (“Physical Tablecloth”). Any decision made by the Contest Organizer in respect of this Contest shall be final.

3. How to Enter


You (or the “Entrant”) may submit your Encouragements and participate in the Contest by completing the following steps via participating social media platforms or online as further described below (the social media entry and online entry, including your Encouragements and any accompanying entry form, as the case may, be are collectively referred to as an (“Entry”). To be eligible, each Entry must be submitted and received within the Contest Period and must comply with these Rules. Unlimited Entries, per person, per Contest Period.

In addition to the eligibility conditions outlined below and the Additional Entry Requirements, please note, that all Encouragements must include the following:

  1. Your Encouragements must support Sobeys sponsored and/or Team Canada athlete(s);
  2. Your Encouragements must showcase a Positive Sentiment; and
  3. Your Encouragements must showcase Excitement and Canadian Pride.
Social Media Entry (Facebook, Instagram and Twitter)

To submit your Encouragements with a social media entry, you must have a reputable, valid and public Twitter, Instagram or Facebook account to participate, including internet access.

To submit your Encouragements and participate in the Contest, you are required to complete the following steps:

  1. Include the hashtag #FeedTheDream and #YourWords along with your Encouragements.
  2. Limit the Encouragements to a maximum of one hundred forty-four (144) characters excluding emojis.
  3. Ensure that the Encouragements comply with the rules applicable to your participating social media account.
  4. Limit your social media username to twenty (20) characters or less.
Website Entry

Internet access is required to submit Encouragements on (the “Website”).

To submit your Encouragements please to go to the Website and follow the on-screen instructions:

  1. Log onto the Website;
  2. Complete the entry boxes by entering your name and a valid email address.
  3. Upload a written message of Encouragements no longer than 144 characters.
  4. Limit your name and/or chosen signature to twenty (20) characters or less.
4. Additional Entry Requirements

You are responsible for successful uploading/transmitting of your Encouragements and completion of Entry. The Encouragements must: i) be developed by you or be fully owned by you; ii) be an original work; iii) not have been previously published or be the subject of an agreement with a third party; iv) not have been considered for or won previous awards; v) not infringe upon the copyrights, trademarks, rights of privacy, rights of publicity or other intellectual property or other rights of any person or entity; and vi) have been created in a legal and safe manner.

In addition, your Entry must not:

  1. contain defamatory words/statements (including words or symbols that are widely considered offensive to individuals of a certain race, ethnicity, religion, sexual orientation, or socioeconomic group);
  2. threaten any person, place, business, or group;
  3. disparage persons or organizations associated with the Contest Parties;
  4. invade privacy or other rights of any person, firm, or entity;
  5. contain material that is in any way unlawful, in violation of or contrary to all applicable federal, provincial or municipal laws and regulations where the submission is created;
  6. contain material that is inappropriate, indecent (including but not limited to nudity or pornography), profane, obscene, hateful, tortuous, slanderous or libelous; and
  7. refer to any person (other than athletes publicly announced as part of Team Canada) or organization without their prior express written permission.

By submitting an Entry, you expressly agree to the publication, reproduction and/or other use of your Entry, including your name, social media username, as the case may be, and any statements about the Contest without further notice or additional compensation, in the Digital Tablecloth, the Tablecloth, on the Website, in any publicity, advertisement or other promotional or commercial use carried out by or on behalf of the Contest Organizers in any media, current or existing, including print, broadcast or the internet. In addition, by submitting your Entry, you hereby grants an exclusive, worldwide, perpetual, irrevocable, fully paid-up, royalty-free, fully sublicenseable and transferable right and license to the Contest Organizer to use the Entry at their entire discretion, with respect to the Contest, Digital Tablecloth and Physical Tablecloth, including without limitation the right to edit or modify an Entry for commercial or promotional purposes without any compensation whatsoever owed to you. You also waive all moral rights in or to the Entry to the extent required for the license granted hereunder.

Entries generated by script, macro, robotic, programming or any other automated means are prohibited and will be disqualified. The Contest Organizer shall not be responsible for entries which are late, lost, damaged, misdirected, mutilated, garbled, illegible, delayed or incomplete.

The Contest Organizer reserve the right in their sole discretion to disqualify entries where they are deemed to be in breach of the Rules. You also agree to release, indemnify, discharge and hold harmless the Contest Organizer, their respective parent, subsidiary and affiliated companies, and their respective officers, directors, employees, agents and representatives from any claim or liability arising from or related to the Entry, participation in this Contest, and/or acceptance and or use of any prize awarded.

5. Selection Process and Prize Description

Selection Process

During the Contest Period, a selection committee composed of three (3) members from diverse backgrounds and seniority of the Sobeys Marketing team will select a total of one thousand one hundred fifty (1,150) Entries based on the Encouragements Criteria on a weekly basis. The Entry Selection Dates outlined in the tables below:

Encouragements Criteria % of consideration by Committee
Support of Team Canada and/or Sobeys sponsored athlete(s) 33.3%
Positive Sentiment 33.3%
Shows excitement and Canadian Pride 33.3%
Selection Dates # of Selected Entries chosen
May 12, 2021 180 – 200
May 19, 2021 180 – 200
May 26, 2021 180 – 200
June 2, 2021 180 – 200
June 9, 2021 180 – 200
June 16, 2021 180 – 200

On or about the selection dates as outlined in the table above (each a “Selection Date”), the Contest Organizer will contact 180 – 200 of the selected Entries based on the number of votes on the submitted Entry (each a “Selected Entrant”). Each Selected Entrant will be notified using the contact information that was submitted in the Entry and will be confirmed as a winner of the Prize.

Tablecloth Patch Prize Description

There are one thousand one hundred fifty (1,150) Physical Tablecloth patches to be won. Each Prize winner will have their Encouragements stitched onto the Feed the Dream Physical Tablecloth (each a “Prize”).

Additional Conditions for Prizes

The Prizes have no equivalent cash value, are non-transferable and no substitutions will be made. The Prizes must be accepted as awarded. The Contest Organizer reserves the right to substitute the Prizes for one of equal or greater value for any reason. Winners are responsible for all costs not expressly described as being included as part of a Prize, such as any fee associated with the receipt and/or use of the Prizes. Any difference between approximate retail value and the actual value of the Prizes as taken will not be awarded.

6. Odds

The odds of winning a Prize will be based upon the total number of eligible Entries received during the Contest Period and the results of the vote of the Selection Committee.

7. Winner Contact Details

In case of a dispute concerning the identity of the individual who submitted an online Entry with email, the Entrant will be deemed to be the account holder of the email address under which the Entry was submitted. In case of a dispute concerning the identity of the individual who submitted an Entry via Instagram, Twitter or Facebook, the Entrant will be deemed to be the account holder of the Instagram, Twitter or Facebook account under which the Entry was submitted.

8. Use of Personal Information

By entering the Contest and voluntarily providing your personal information as described in these Rules, you agree to the collection, use and disclosure by the Contest Organizer, and its respective employees and/or authorized agents, of your personal information, for the purpose of administering the Contest, including—but not limited to—contacting you with respect to the Contest if you are a selected Entrant. Personally identifiable information will only be used to administer the Contest and for no other purpose, except as specifically outlined in these Rules. Personally identifiable information will not be sold, shared or disclosed by the Contest Organizer to any third party, other than to a third party engaged by the Contest Organizer for the purpose of administering the Contest, or if required by law with the exception that aggregated information may be used by or shared amongst the Contest Organizer and its subsidiaries and affiliates, or shared by the Contest Organizer with third parties in accordance with our Privacy Commitment available at

9. Publicity Consent

By entering the Contest, you agree that if you are determined to be a winner, the Contest Organizer may use your name, social media username, comments, voice, likeness, municipality of residence and picture in any advertising, promotion or publicity carried out now or in the future, in any media without compensation or notice, and you grant to the Contest Organizer any and all rights to such use. You agree to cooperate with the Contest Organizer in arranging for photographs or other forms of publicity and to be available for photographs or other forms of publicity on reasonable notice.

10. Limitation of Liability / Release

By participating in the Contest, and as a condition of acceptance of the Prize, you, your heirs, executors, administrators, successors and assigns, release and forever discharge and hold harmless , Sobeys Capital Incorporated, and each of their respective direct and indirect parent companies, affiliates, subsidiaries, successors, assigns, agents, advisors, franchisees, shareholders, partners, representatives, their advertising, promotion and fulfillment agencies and each of their respective employees, officers, directors, agents and representatives (collectively, the “Released Parties”), from and against any and all losses, damages (including, without limitation, direct, indirect, incidental, consequential or punitive damages), rights, claims, actions, causes of action, personal injury, property damage or death, including without limitation all costs and liabilities of any kind including legal fees on a substantial indemnity scale, hereinafter called “Claims” and including without limitation any claims arising from any act of negligence of the Released Parties, that you now have, or may hereafter have against the Released Parties directly or indirectly resulting or arising from: (i) participation in the Contest, or the awarding, acceptance, possession, use, or misuse or enjoyment of any Prize, and where applicable, traveling to, preparing for, or participating in, any Contest-related or Prize-related event or activity; or (ii) the publicity rights granted to the Contest Organizer. You specifically acknowledge that you understand that there may be serious risks of bodily injury, death, or property damage associated with the acceptance, possession, use and/or misuse of the Prize and attendance at any event or participation in certain Prize-related activities, and you voluntarily assume these risks. You also agree to indemnify, defend, and hold harmless the Released Parties from any and all Claims in respect of the foregoing.

11. Technical Issues

The Contest Organizer is not responsible for any computer, online, telephone, hardware, software or technical malfunctions that may occur (including but not limited to malfunctions that may affect the transmission or non-transmission of an Entry), nor for any incorrect or inaccurate information, whether caused by website users or by any of the equipment or programming associated with or utilized in the Contest or by any technical or human error which may occur in the processing of entries in the Contest, nor for any error, omission, interruption, deletion, defect, delay in operation or transmission, communications line failure, theft or destruction or unauthorized access to, or alteration of entries; and, are not responsible for any problems, failures or technical malfunction of any telephone or network lines, computer online systems, servers, providers, computer equipment, software, email, players, or browsers, on account of technical problems or traffic congestion on the Internet, at any website or on account of any combination of the foregoing; and are not responsible for any injury or damage to Entrants or to any computer related injury or damage resulting from participating in downloading materials in this Contest.

In the event that, due to a printing, manufacturing, mechanical or other error of any kind or nature whatsoever, more Prizes are claimed than are intended to be awarded according to these Rules, Prizes will stop being awarded when the Contest Organizer becomes aware of an error respecting the number of Prizes and the Contest Organizer reserves the right, in their sole and absolute discretion, to conduct a random draw from amongst all eligible and approved Prize claimants whose claims have not yet been redeemed to award the remaining number of advertised Prizes. In no event will the Contest Organizer be liable for more than the stated number of Prizes contained in these Rules.

12. Rights to Terminate/Modify/Suspend Contest

The Contest Organizer retain the right, in their absolute discretion, to suspend, modify or terminate any aspect of the Contest (including, but not limited to these Rules) at any time. The Contest Organizer may make substitutions of equivalent kind or value in the event of the unavailability of a Prize (or component thereof) for any reason whatsoever. The Contest Organizer may terminate this Contest at any time by posting a notice at the website and/or on our Instagram, Twitter and Facebook pages. If the Contest is terminated on any day prior to the normal Contest end date (the “Termination Date”), the Contest Organizer may determine the winners from all eligible entries received as of 11:59pm on the Termination Date (which winners shall be randomly selected in accordance with these Rules).

13. General Disqualification

Any attempt made by an Entrant or other individual or entity, to deliberately damage, manipulate or undermine the legitimate operation of the Contest, including but not limited to any fraudulent claims, is a violation of the law. The Contest Organizer reserve the right to seek remedies and damages from any such individual or entity which makes any such attempt. Any Entrant who, in the opinion of the Contest Organizer, is determined to be engaging in any of the foregoing activities will be immediately disqualified from the Contest. All entrants must submit to The Twitter Rules ( and all such rules shall apply to this Contest, including the restriction against creating multiple user accounts.

Mobile Devices

You have the option, but are NOT required to, enter the Contest by following the instructions provided above using a compatible mobile device. Standard data use and service rates apply and may vary according to your mobile device package and mobile service provider. Please contact your mobile service provider for details before participating in this Contest using a compatible mobile device.

15. Role of Parties

Sobeys Capital Incorporated is the Contest Organizer of this Contest.

The Contest is in no way sponsored, endorsed or administered by, or associated with Instagram®, Facebook®, or Twitter®. You understand that you are providing your information to the Contest Organizer and not to Instagram®, Facebook®, or Twitter®. Instagram®, Facebook® and Twitter® are completely released of all liability by each entrant in this Contest. Any questions, comments or complaints regarding this Contest must be directed to the Contest Organizer and not to Instagram®, Facebook® and Twitter®.

16. Trade-marks

All other Trade-marks are the property of their respective owners.

By entering the Contest, you are not granted and may not use any Trade-marks described herein.

Facebook® is a registered trademark of Facebook Inc.

Twitter® is a registered trademark of Twitter Inc.

Instagram® is a registered trademark of Instagram Inc.

17. Jurisdiction

The Contest is governed by the laws of Ontario and the laws of Canada applicable therein, and is subject to all applicable federal, provincial and municipal laws and regulations and is void where prohibited by law. Participation constitutes your full and unconditional agreement to these Rules and the decisions of the Contest Organizer, which are final and binding in all matters related to the Contest. By entering the Contest, you agree that the courts of Ontario, Canada shall have jurisdiction to entertain any action or other legal proceedings based on any provision of this Contest’s Rules or the running of this Contest.