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Canadian grocery giant Metro Inc. has launched a new Quebec-based ad campaign to support the province-wide debut of its Metro & Moi rewards program.
The French-only effort from Publicis Montreal includes radio and point-of-purchase materials, in addition to two 30-second TV ads that focus on food, family and how customers can use their points to create special moments around the table.
Both commercials open with a shot of the loyalty card where the word “moi” has been replaced with a consumer’s name to demonstrate how the program is personalized to fit their needs.
“It’s the personalization of the program that makes it unique,” said Nicolas Massey, creative director, Publicis Montreal. “They can track what you’re buying and give rebates on stuff you enjoy eating.”.
The ads continue with family members enjoying various meals at different points throughout their day. The idea is to show that consumers can live more of these moments thanks to the loyalty program.
“The new Metro & Moi rewards program is now part of your family,” says the female voiceover, as red ‘m’ branded bubbles float about the kitchen and pour out of the fridge whenever it’s open.
“We didn’t want to push too much into retail advertising, we wanted to put the benefits of the program with a great image campaign,” said Carl Robichaud, senior art director, Publicis Montreal.
The 30-second radio ads also take a personal approach. The agency selected the most popular names in Quebec and highlighted each one in its own spot. For instance, the ad begins, “This messages is addressed to you Michel, yes you in your car.”
