Metro takes its message to the backyard

As summer quickly approaches, so does the quest for the perfectly grilled steak. Canadian grocery giant Metro Inc. wants its customers to know its there for them every step of the way this barbeque season, with a new 30-second commercial. The French-only effort from Publicis Montreal is a follow-up to a 60-second commercial that launched […]

As summer quickly approaches, so does the quest for the perfectly grilled steak. Canadian grocery giant Metro Inc. wants its customers to know its there for them every step of the way this barbeque season, with a new 30-second commercial.


The French-only effort from Publicis Montreal is a follow-up to a 60-second commercial that launched last September and focused on the grocer’s personalized service.

The most recent commercial, which launched over the weekend, shows two men barbequing in the backyard and trying to figure out how long their steaks should cook on each side.

The Metro grocer all of a sudden rides in on a horse to lend a hand before the spot ends with the tagline: “Metro. Mon epicier (my grocer).”

The commercial is an exaggerated way of showing audiences that the “grocer will go beyond anything to satisfy his client,” said Publicis vice-president and creative director, Nicolas Massey.

The ad also recognizes the chain’s Metro&Moi loyalty card program that launched in 2010.

Brands Articles

Porsche sells Canada its Macan by celebrating bicycles

Online short films focus on those who represent Porsche brand attributes

Uber’s marketing must mature to live up to $18 billion (Column)

The tech bubble taught us to watch out for marketing this dorky

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused