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Metro Ontario hires Open

Grocery store company Metro Ontario has retained Open of Toronto as the creative advertising agency of record for its Food Basics chain. Open won the account in a request-for-proposals process that began in August and involved a short list of six firms.

"The Food Basics banner has gone through an evolution over the last year, introducing three key pillars that are now driving all of our key business decisions," said Nancy Modrcin, senior director of marketing at Metro Ontario. "Always fresh, always in-stock and always great prices are the embodiment of our commitment to our discount customers. With more than 40 years of combined creative experience with key retail and food brands, I am confident that [Open] will deliver impactful campaigns that amplify our recent brand efforts and connect with our valued customers in Ontario."

Metro Ontario is a division of Metro, which operates approximately 600 food stores in Quebec and Ontario under the names Metro, Metro Plus, Super C and Food Basics, as well as approximately 250 drugstores under the name's Brunet, The Pharmacy and Drug Basics.

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