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

How Sears is addressing the ‘elephant in the room’

And, why it's sticking to the middle sector as more retailers move upmarket

Kraft’s simple solution for building a coffee brand

Nabob campaign mocks modern coffee culture and celebrates the humble cup of joe

How Pabst Blue Ribbon earned its hipster cred

The blue-collar beer set its sights on a target as individual as the brand

Rotman School’s Bernardo Blum tackles big data disappointment

Data-Driven keynote says companies are using data for description, not solutions

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign

Kashi Canada’s quest to ‘Plant it Forward’

Health food brand gets Canadians closer to real food with urban garden project

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era