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.

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