The Metro grocery chain is partnering with hit cooking competition MasterChef Québec with a season-long integration. Globally, the foodie franchise has over 1 billion viewers, but this is the first season Quebec has it’s own competition, and a second season has already been announced.

Alain Tadros, VP and chief marketing & digital strategy officer for Metro Inc., says, “When we first learned that one of the world’s most renowned TV cooking competitions was coming to Quebec, we were immediately keen to get involved. This partnership is a natural fit for Metro and its foodie clientele because food and creativity lie at the very heart of the show. This perfectly demonstrates our conviction that everyone can develop a taste for food.”

Metro’s MasterChef campaign uses an omni-channel strategy with TV, digital media and newspaper ads running from the beginning of the year to April. Metro has developed an ad campaign in collaboration with other MasterChef Québec partners to better contextualize its message. It was created by Cossette, its media agency Touché! along with SOMA film production house and Qolab, a Quebecor agency.

The involvement of the Metro brand into MasterChef Québec includes Metro-branded baskets and house-brand products included in the contestants’ pantry, plus the integration of Metro Executive Chef Martin Juneau showcasing the chain’s meal solutions and a special three-meal challenge created specifically for the show. The grocery chain is also providing prizes for winners, season finalists and the season’s grand champion.