Metro event

Metro launches “Taste Summer” campaign

Experiential elements highlight local Ontario food

Metro has launched an integrated campaign highlighting the grocer’s commitment to local food and local growers.

Metro Ontario was the exclusive grocery sponsor of the inaugural Taste of Toronto Festival, which took place July 24 to 27. The company’s on-site presence included the Metro Market & Lounge, where guests could relax with refreshments and then shop at a virtual pop-up market for fresh, local ingredients needed to complete one of three summer recipes. Items purchased were available for pickup upon exit from the festival grounds.

In addition, the grocer created an interactive area called Metro Master Class where visitors could cook and sample dishes using fresh Ontario produce. Toronto chefs took guests through recipes and taught them how to prepare restaurant-quality dishes at home.

In stores, Metro and Foodland Ontario are holding a series of in-store “mini festivals” to celebrate new seasonal produce until the end of August. The festivals are being promoted through in-store signage and sampling, weekly print and digital flyers, and content on Metro.ca. The website will feature new recipes, tips and special offers each week.

“Taste Summer is probably the most integrated effort we’ve launched to date. We wanted to ensure we maximized all of our customer touch points – our stores, local community events, our digital platforms and mass media,” said Nancy Modrcin, senior director of marketing for Metro Ontario Inc. “We opted for a balanced marketing mix that maximized paid and earned media impressions and created opportunities to directly interact with our customers.”

Metro has also partnered with culinary personalities and bestselling authors of How to Feed a Family: The Sweet Potato Chronicles, Laura Keogh and Ceri Marsh. Former fashion and style editors, Keogh and Marsh will act as ambassadors for the brand in broadcast and print media, and share new recipes and tips for how to incorporate fresh, Ontario produce every day.

Public relations and event planning for Taste Summer was led by Toronto-based agency A&C.

Advertising Articles

The missing links in branded content (Column)

There's an important role for agencies to play in new forms of storytelling

Buzzfeed came to Canada, and you won’t believe what happened

Well, maybe you can: It scored deals with major advertisers

After Hours: The A,B,Cs of technology

Why Plastic Mobile's co-founder decided to write a children's book about tech

Tourisme Montréal gets artistic with new campaign

Agency turns to local filmmakers to portray their city

Philips launches ‘Feel Electric’ campaign

Documentary-style videos aim to get women to change how they shave

Children’s Wish Foundation steps it up with #DoTheLivi

Mosaic offers pro bono services to help make a nine-year-old famous

No Lotus Awards in 2016

B.C. recognition program will be retooled, ICA says

DanActive tries to stand out with ‘stay strong’ campaign

Danone Canada aims at 'self-realization seekers' to promote yogurt

Cannes 2016: Just 12 Lions equals tough year for Canada

After a stellar 2015, Canada's medal count dips in 2016. Judy John's suggestion to be better in 2017