BCP bags Metro food brands biz

The Montreal-based agency will handle national media responsibilities for the company's food brands, while Publicis has been named creative AOR.

Metro Inc has switched up its creative and media agency accounts for its food brands, naming Montreal’s BCP to media responsibilities nationally and Toronto and Montreal’s Publicis to creative duties.

Metro’s brand portfolio includes Metro and Metro Plus, GP, Food Basics and Super C. BCP previously handled media for the Super C chain in Quebec and Food Basics in Ontario. Cossette held both the media and creative accounts nationally prior to the change. In the release announcing the account win, BCP stated that the review was undertaken in an effort to consolidate the media for all brands under one roof.

Carol-Ann Kairns, associate managing director, BCP, says the agency is ‘thrilled’ to be working with Metro on a national basis. The agency already has plans to work with the company on branded entertainment, which ‘we excel at and what we’ve done in the past for many clients,’ she says. ‘That’s something that we will be exploring with them in the future. It’s something we’d like to do a lot more of with them.’

BCP declined to comment on annual media spend for the account.

The account move also included the naming of Publicis as the company’s AOR across brands. In a release announcing the account win, Publicis stated that management of the account will be shared between the Toronto and Montreal offices. As with BCP, Publicis previously handed Super C in Quebec.