Havas wins Metro, Food Basics in Ontario

Incumbent Touché! will retain the business in Quebec.
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Grocer chain Metro and its discount sister brand, Food Basics, have selected a new AOR for their media activity in Ontario.

Havas has won the business for the province, according to sources familiar with the matter. They assume the assignment from Omnicom agency Touché!, which remains Metro and Food Basics’ AOR in the Quebec market, according to an agency spokesperson. The brand’s Quebec media file did not go into review.

This is Metro and Food Basics’ third AOR in the last decade; Touché! won the account in 2014 after it had been with BCP for four years.

For Havas, the win represents the latest in a series of victories for the agency; earlier this month it won business for the spirit brands across Corby’s portfolio. Prior to that, it won CPG giant Reckitt Benckiser, retailer David’s Tea and Holt Renfrew.

According to the most recent RECMA report, Havas has seen significant growth in terms of its status in the Canadian market. It now has a 9% share of RECMA’s qualitative scores, up from a 0% score back in late 2015.

Sources have told MiC that there were multiple reviews for Metro and Food Basics across numerous facets of marketing.