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

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage

Red Lion named AOR for Tbooth

Account win follows competitive review involving five unnamed shops

BC Hydro celebrates ‘Offtober’ with new campaign

This marks the Crown corporation’s first effort from Taxi Vancouver

Lowe’s tests customer service bots in the U.S.

Equipped with 3D cameras, the bots can scan and identify items

Molson shifts Coors Light to Rethink

Agency becomes lead for strategy, creative development, digital and social

Loblaw launches click and collect service

New website lets shoppers order from 20,000 items