Metro’s latest brand platform positions the chain as Quebecers’ favourite grocer, as well as strengthens people’s sense of belonging to and relationship with the brand.
To mark its 75th anniversary, this Quebec powerhouse decided it would be a perfect time to review its brand identity. The new creative platform puts the brand’s focus squarely on the vital role food plays in people’s lives.
“Food has always been central to our identity as Quebecers. It’s a huge part of our daily lives and our traditions, it lives in our memories and is found throughout our language. Eating is fundamental, it’s good for the soul and it brings people together. But eating isn’t merely a part of our life, food IS life,” said Alain Tadros, Vice-President of Marketing at METRO Inc.
“Metro’s 75th anniversary was a wonderful opportunity to revamp this iconic brand. We created a visual identity that’s simultaneously authentic, dynamic and delicious—with a colour palette evoking whipped cream, lettuce and cotton candy,” explained Geneviève Duquette, Creative Director at Cossette. “The ad campaign and points of contact will all reflect this delightfully optimistic vision.”
Bringing Metro’s 75 years to life
The new platform was first launched in early fall and it showed how food is present throughout our lives and how it goes hand in hand with special moments, both big and small.
A tribute to our homegrown expressions
For the holidays, Metro pushed the “food is life” promise even further, with a collage of funny, festive moments honouring the many colourful food-related expressions sprinkled throughout the French language.
The two campaigns—which share the brand’s warm, friendly, humorous and upbeat tone—appeared on TV, in online videos, on social media, in signage and in stores.
Credits
Advertiser: Metro
Agency: Cossette
Creative: Anne-Claude Chénier, Geneviève Duquette, Anne-Marie Clermont, Vicky Morin, Dominique Audet, Christine Girard, Édith Landry-Michaud, Barbara Jacques, Virginie Bédard, Philippe Brassard, Vincent Leblanc
Strategy: Michel-Alex Lessard, Myriam Minville
Product: Olivier Charbonneau, Rosalie St-Cyr, Miriam Bousquet, Justine Ouellet, Héloïse Dessanges
Production agency: Septième
Production manager: Stéphanie Côté
Print and digital production: Colette Dumay, Éric Lefebvre, Mario Lévesque, Daniel Cartier
Linguistics: Andréanne Marchand Godbout
Media agency: Touché
Digital agency: Tink
Production house: Cinélande
Director: Jean-François Asselin
Sound: Cult Nation
Taken from: https://www.cossette.com/en/newsworthy/food-is-life-metro-s-new-brand-platform