Metro thinks outside the cart

The chain is turning grocery carts into prams to show customers that a new store is born.

Metro wants to send consumers the message that their neighbourhood grocery store has changed more than its name. They’re driving that message home by turning grocery carts into prams and bringing them to 25 stores across the GTA. The pram concept complements Metro’s ‘a store is born’ advertising campaign, featuring Metro employees cradling food like a baby. CIM (Consumer Impact Marketing) worked with Metro to expand the creative strategy beyond traditional media.

‘We’re trying to support that store in the community and let people know in a cool, fun, different way that the store is changing and a new store is being born,’ Anne Bowie of CIM tells MiC. It’s all part of a major rebranding in which Dominion, A&P, The Barn, Loeb and Ultra Food & Drug will all be converted into Metro stores between now and 2010.

Thirty-four street teams will bring the prams to the stores and hand out coupons and postcards to coincide with store launches over the next few weeks.