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A red ribbon and music from Alice in Wonderland weave their way through the latest made-for-Quebec TV spot for Metro’s “Irresistibles” private-label brand.
Similar to an ad that launched an Irresistibles campaign last November, the latest spot features people suspended in time with a red ribbon winding its way amongst them. In this case it flows from a sliced bread baguette and olive oil and balsamic vinegar in the kitchen through the living room.
The continues past a boy who has knocked over a table and a woman pouring tea on a table. The ribbon ends on a plate held by a woman sitting on a flight of stairs who springs to life and dips her bread in olive oil and vinegar.
The spot ends with the voiceover, “Irresistibles bread. First prize for new products in Canada. How can you resist? Available at Metro, Super C and Marché Richelieu.”
The characters are frozen in time before consuming the “magical product,” while the red ribbon plays a prominent role in the ad because it’s part of the redesigned Irresistibles logo, explained Antoine Bécotte, creative director at Cossette which created the campaign.
“We’re very proud of the fact our bread won first prize last June in the Private Label category from the Canadian Council of Grocery Distributors, because our bread is a destination product,” said Marie-Claude Bacon, director of corporate affairs at Metro.
The spot is also timely because during tough economic times consumers historically flock to private-label products which are up to 30% cheaper than national brands, Bacon added.
The spot continues through March with in-store material support. Cossette also handled the media buy.
