Metro media campaign offers daily menu ideas

The Quebec-based grocer's campaign features different TV spots for each day of the week, with a different menu idea every day.

Targeting busy Quebec families, Metro launched a media campaign this week with a unique TV strategy featuring a different ad for each night of the week.

The campaign, with creative and media buy by Cossette Montreal, was built with the goal of connecting with Quebecers on an emotional level, giving them real information via mass media on how Metro can make their days easier, François Canuel, VP/GM at Cossette, tells MiC.

In a media strategy first for Cossette, there are eight TV ads – one introductory spot and seven others that feature a different menu idea for each day of the week. Each of the spots has a different theme: Monday is simplicity, Tuesday is hockey and pizza, Wednesday is a quick pasta dish, Thursday is leftovers, Friday is chicken, Saturday is a social night and Sunday is a roast beef dinner. The campaign kicked off the week of Sept. 14 with the intro spot featuring the idea that Metro knows how busy families are and would like to help.

The campaign launched during the Prix Gémeaux awards on Sept. 20, a Quebec-based television awards show that is one of the most-watched shows of the year. All eight spots aired during the show, and this week all seven different menu-idea spots will air on their respective days across the province’s major TV networks.

Additional media in the campaign included electronic billboards around Montreal showing, again, a different menu item every day and in-store print material offering menu ideas, recipes and even wine-and-food pairing suggestions.

‘We wanted to show that [Metro] knows your everyday reality like no one else, and the media we used was a way to do that,’ explains Canuel.