Food Advertising at the Winter Olympics
The Winter Olympics create something most food brands rarely get: a captive audience watching together at home during meal times. The 2026 Milan-Cortina games represent more than just another advertising opportunity. When families settle in to watch figure skating or hockey, they’re naturally thinking about snacks, drinks, and comfort food. That context makes food advertising feel relevant rather than intrusive, which is why smart brands treat Olympic media as seriously as they treat their holiday campaigns.
What’s changed is how precisely we can execute during these moments. Programmatic Advertising and Connected TV let food brands target specific households watching specific events, not just blast generic messages during expensive broadcast slots. Social platforms amplify this further because viewers are already engaged and sharing reactions in real time. The brands that understand this treat the Olympics as both a media opportunity and a product launch platform. They’re not just buying reach—they’re building emotional connections that translate into grocery cart additions and repeat purchases long after the closing ceremony.
Food Advertising at the Olympic Winter Games Milano Cortina 2026
The Olympic Winter Games Milano Cortina 2026 have reached the halfway point, and as competition intensifies across venues, advertising momentum is building just as quickly. Global sporting events create rare moments where audience attention, emotion, and cultural relevance align at scale, and food and beverage brands have increasingly leaned into this opportunity through video led storytelling. The Olympic Winter Games Milano Cortina 2026 are taking place from February 6 to 22, 2026, making February a key month for both athletes and advertisers.
Across markets, we have seen campaigns feature Winter Olympic sports such as alpine skiing, ice hockey, figure skating, snowboarding, and freestyle skiing, using the energy and emotion of competition as a backdrop for broader human stories. A total of 15 venues will host sporting competitions at the Olympic Winter Games Milano Cortina 2026, including the Milano Ice Skating Arena, Milano San Siro Olympic Stadium, and Cortina Curling Olympic Stadium. Access to these venues is a critical consideration for athletes, spectators, and media, with the organizing committee and national Olympic committees working together to coordinate logistics and ensure accessibility for all participants.
Unlike single day sporting events, the Winter Olympics unfolds over several weeks, allowing campaigns to build familiarity and emotional resonance over time. Audiences follow athlete journeys and national narratives, creating an environment where storytelling becomes just as important as sponsorship visibility. The Olympic Winter Games will be shown live around the world.
Winter Olympics Video Ad Campaign Reviews
Below, we review a selection of Winter Olympics video ads that demonstrate how brands are using sport, culture, and storytelling to connect with audiences during one of the world’s most watched events.
Let’s Go, Canada! But First, Protein – Maple Leaf Foods
“Victory. But First, Protein” is Maple Leaf Foods’ high energy Winter Olympics video ad that connects elite performance with everyday Canadian life. Featuring Olympians Cassie Sharpe, Laurent Dubreuil and Ivanie Blondin, Maple Leaf Foods draws a smart parallel between going for gold and simply getting the family out the door. The 30 second spot blends fast paced athletic moments with relatable kitchen scenes, positioning Maple Leaf Foods as the essential protein partner for both champions and parents. Created by No Fixed Address, the ad reinforces the brand’s role in fueling ambition, reminding viewers that every victory, big or small, starts with protein.
Always Canada – Tim Hortons
In “Always Canada,” Tim Hortons delivers a quietly powerful Winter Olympics story that celebrates fans as much as athletes. Created by GUT Toronto, the 60 second spot follows a father and daughter across four Olympic Games, from 2014 to 2026, bonded by early mornings and a shared love of Team Canada. Olympic moments, including curling champion Jennifer Jones, play in the background while Tim Hortons coffee anchors the ritual. With a nostalgic cover of “Time After Time,” Tim Hortons positions itself as a constant companion, reinforcing Tim Hortons as part of Canada’s sporting identity.
The ULTRA Instructor – Michelob ULTRA
Michelob ULTRA’s Winter Olympics spot “The ULTRA Instructor” captures the brand’s competitive spirit with a playful, cinematic twist. Starring Kurt Russell as a tough love mentor to Lewis Pullman’s underdog skier, and featuring Olympic icons Chloe Kim and T.J. Oshie, the film blends humor with high performance energy. Set against dramatic alpine scenery and powered by Eye of the Tiger, Michelob ULTRA positions itself at the intersection of sport and social connection. Developed with Wieden + Kennedy New York, the ad reinforces Michelob ULTRA’s active lifestyle credentials while celebrating the camaraderie that defines winter competition moments.
The Coffee Run – Starbucks Coffee
In “The Coffee Run,” Starbucks delivers a warm, character driven Winter Olympics video ad that celebrates connection over competition. Set in a snowy mountain village, the 90 second spot follows a charming scooter courier delivering extra hot coffee to Team USA athletes including Amber Glenn, Elana Meyers Taylor, Oksana Masters and Aaron Pike. Backed by Burt Bacharach’s lively soundtrack, Starbucks leans into a nostalgic cinematic style that feels both playful and premium. Created with Anomaly London, the film positions Starbucks as more than a sponsor. In “The Coffee Run,” Starbucks becomes the ritual that fuels community, camaraderie and performance on sport’s biggest stage.
For Every Golden Moment – Corona Cero USA
In “For Every Golden Moment,” Corona Cero delivers a striking Winter Olympics film that balances elite performance with its signature laid back ethos. Created for the Milan Cortina 2026 platform in collaboration with draftLine USA and WINK, the 60 second spot features athletes Mark McMorris, Irene Schouten, Ayumu Hirano and Billy Morgan. Through seamless match cuts between snowy halfpipes and sunlit beaches, Corona Cero reframes gold as more than a medal. The ritual lime serve and cinematic score reinforce presence and moderation. Corona Cero proves that even on sport’s biggest stage, celebration can feel calm, human and universally shared.
Dear Nature – Corona UK
“Dear Nature” is a cinematic Winter Olympics video ad from Corona Cero, part of AB InBev, that redefines how non alcoholic beer shows up in sport. Featuring British Olympians Lizzy Yarnold, Matt Weston, Billy Major and Katie Ormerod, the film plays out as a poetic tribute to the outdoors. Instead of high energy party scenes, Corona Cero focuses on clarity, ritual and connection, with sweeping alpine visuals and the iconic lime serve woven throughout. Subtly crafted with a premium, cinematic touch, “Dear Nature” positions Corona Cero as the drink for every golden moment, reinforcing Corona Cero’s deep roots in nature.
The Real Gold – Hershey’s
In “The Real Gold,” Hershey’s delivers an emotional Winter Olympics video ad that shifts the focus from medals to meaning. Featuring Team USA athletes Jason Brown, Brenna Huckaby, Erin Jackson, Jordan Stolz and Hilary Knight, the spot captures their dreams of winning gold before revealing what truly matters to their families. Set inside a dramatic ice rink and developed with creative agency MARTIN, the film surprises each athlete with heartfelt messages from loved ones. Hershey’s positions its chocolate bar as a symbol of comfort and connection, reinforcing that with Hershey’s, happiness can matter more than first place.
Share the Magic of Winter Olympics – Prosecco DOC
“Share the Magic of Winter Olympics” sees Prosecco DOC step confidently onto the world stage as the official sparkling wine of the Milano Cortina 2026 Games. Directed by Alessandro Bosi, the film moves gracefully from Venice’s romance to Milan’s fashion energy before landing in the thrill of winter sport. Prosecco DOC is positioned not just as a drink, but as a symbol of Italian Genio and shared celebration. President Stefano Zanette reinforces this cultural pride, while VP of Marketing Gian Luca Pellegrinelli highlights the spirit of togetherness. Created with VML Italy, Prosecco DOC delivers a refined, cinematic tribute to excellence and connection.
Esselunga has a dream – Esselunga
In “Esselunga has a dream”, Esselunga delivers an emotional tribute to the Winter Olympics, aligning the brand with aspiration, nutrition, and national pride. Created with subtle cinematic flair by Armando Testa, the 45 second film follows a young aspiring skater inside an Esselunga supermarket as the floor transforms into an ice rink. Soundtracked by Robbie Williams’ “She’s the One,” the story moves from childhood imagination to Olympic achievement. As Roberto Selva notes, nutrition is central to Esselunga’s philosophy. Esselunga successfully elevates grocery retail into a message about nourishing dreams every single day.
Common Themes We Saw Across Winter Olympics Advertising
Across the campaigns reviewed, several consistent creative patterns emerged. Many ads moved away from direct product selling and instead focused on storytelling built around effort, preparation, and shared moments. Sport provided the emotional framework, while food played a supporting role, appearing naturally within family routines, recovery moments, or celebrations after competition. This approach allowed brands to feel part of the Olympic experience rather than separate from it.
Another noticeable theme was the balance between elite performance and everyday relatability. While the athletes and sports represented peak performance, the creative often grounded these moments in familiar settings such as kitchens, family homes, or shared meals. This contrast helped bridge the gap between elite sport and everyday life, making the advertising feel accessible and emotionally relevant to a broad audience.
Visually, many campaigns were clearly designed for modern viewing environments. Strong imagery, clear brand cues, and storytelling that worked without reliance on dialogue reflected how audiences increasingly consume video across streaming and connected television platforms.
Why the Winter Olympics Work So Well for Food Brands
The Winter Olympics sits at a unique intersection between aspiration and routine. Unlike many major sporting events that are watched primarily in social or outdoor environments, Winter Olympic viewing often happens at home, frequently during meal times or relaxed evening viewing. This creates a natural alignment between food consumption and audience mindset, allowing food advertising to feel contextually appropriate rather than interruptive.
Winter sport itself also lends naturally to themes of comfort, warmth, and togetherness. Cold weather environments, indoor viewing habits, and national pride all reinforce emotional cues that food brands can authentically connect with. As a result, food becomes part of the wider experience surrounding the Games, whether through preparation before watching, shared meals during competition, or celebration afterwards.
For advertisers, this combination of emotional storytelling and natural consumption moments creates an environment where brand messaging can land more effectively without needing to rely on heavy promotional messaging.
What Food Advertisers Can Learn from the Winter Olympics
One of the clearest lessons from Winter Olympics advertising is the effectiveness of emotion led storytelling. Campaigns that prioritized human connection, support systems, and personal journeys consistently felt more memorable than those focused purely on sponsorship or product visibility. Food works best when it enhances a story rather than leading it.
Another key takeaway is the importance of designing creative for flexibility across platforms. Many of the strongest campaigns translated seamlessly between long form video, shorter digital edits, and CTV placements. Strong visual storytelling, simple messaging, and recognizable brand moments ensured the creative remained effective regardless of screen or format.
Ultimately, the Winter Olympics reinforces the importance of context. Advertising performs best when it aligns with how audiences are already feeling and behaving. Brands that understood this created work that felt timely, relevant, and culturally connected.
Will the Same Advertisers Support the Summer Olympics?
The transition from the Winter Olympics to the Summer Games often brings a shift in tone and audience behavior. Summer sports tend to emphasize speed, scale, and global spectacle, while winter sports lean more heavily on intimacy and national storytelling. This difference may influence how food brands approach creative execution, even if many advertisers remain involved across both events. Historically, the Summer and Winter Olympics were originally held in the same year until 1992. A decision to separate the Summer and Winter Olympic Games into alternating even-numbered years was made in 1986. Attention will now begin to shift toward the next Summer Games, the Olympic Games Los Angeles 2028, where scale, outdoor viewing, and warmer season consumption habits are likely to shape a different creative environment.
Some brands will naturally continue their Olympic investment, particularly those with long term partnerships or global sponsorship strategies. Others may adapt their approach, shifting from comfort and togetherness themes toward energy, refreshment, and outdoor consumption moments that align more closely with summer viewing habits and seasonal behavior.
What remains consistent is the opportunity created by shared cultural attention. Whether winter or summer, the Olympics continues to provide a platform where storytelling, emotion, and relevance intersect. For food advertisers, the challenge is not simply participation, but ensuring the creative reflects how audiences experience each version of the Games.
Gold Medals and Food Advertising
Olympic gold medal moments work differently than most advertising opportunities. When an athlete wins, you get genuine emotion and real celebration, which means food brands can build campaigns around authentic moments instead of manufactured ones. The challenge is timing and relevance. Brands that move quickly and connect their products to the actual experience of achievement tend to see better recall and engagement than those that rely on generic Olympic themes.
The 2026 Winter Olympics present specific opportunities for food advertisers across different sports contexts. Cross country skiing appeals to endurance and nutrition messaging. Figure skating connects well with premium or celebratory food positioning. Alpine skiing works for energy and quick consumption products. The key is matching your brand’s natural territory to the right sport and moment, then executing fast enough to capture that post-win attention window. Food brands that understand their audience’s connection to winter sports and plan media buys around medal ceremonies typically see stronger performance than those treating Olympics as just another seasonal campaign opportunity.
