Metro has made some waves with its recent marketing efforts.
It signed on as the first and only grocery sponsor of World MasterCard Fashion Week in Toronto last year, and continued to support the event this spring. For the past two years it’s also sponsored Toronto’s Taste of Toronto food festival.
One-off events including a singles night and a free movie screening have also been marketing initiatives introduced by Metro in an effort to shake up its reputation in Ontario.
And most recently, the retailer had access to one of the most exclusive dining events of the year.
Metro was an official sponsor of Diner en Blanc in Ontario — a trendy VIP picnic where the exact location is kept secret until the last minute, and guests are required to be dressed in white and bring white accessories. The event originates in France, and locations such as the Eiffel Tower, the Chateau de Versailles and the Champs-Elysees have played host over the years.
Today, Diner en Blanc happens around the world, where people congregate for a mass picnic in a public space.
In Toronto, over 2,600 attendees dined together in the Canary District last Friday.
To promote the event, Metro Ontario released three different videos where influencers, foodies, stylists and event planners share their tips on how to pull-off an all-white meal.
A dedicated microsite provided a sample Diner en Blanc menu and instructions to plan such a dinner at home.
Metro Ontario also shared shots from the dinners last week on its social media accounts.
This story originally appeared on CanadianGrocer.com.
