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Metro Ontario begins Kitchen Apprentice campaign

Grocery store chain Metro Ontario has begun a promotion with Chatelaine magazine called "The Kitchen Apprentice." Beginning with the April issue of the print magazine, Chatelaine will publish a monthly feature story on the subject of cooking with local produce. During the year-long initiative, Metro will also host a series of pieces on Chatelaine.com related to local produce. The content will include cooking advice, seasonal recipes and instructional videos. The effort involves the participation of Chatelaine food director Claire Tansey and a "kitchen apprentice" named Louisa. The promotion also includes public relations and sponsorship integration.

"Metro Ontario is very committed to supporting local products, local growers and local producers, and Chatelaine's Kitchen Apprentice program brings this commitment to life," said Nancy Modrcin, senior director of marketing at Metro Ontario. "This collaboration will show our customers all of the fun and simple ways they can use Ontario produce at home. Chatelaine's creativity combined with our fresh products has given birth to a fantastic program and we couldn't imagine a better collaboration to showcase the best of what Metro has to offer."

The promotion was negotiated by A&C, which is also conducting media relations, event execution and local content development. Brand advertising was developed by Publicis. The various Chatelaine assets were developed in-house by the publication. Chatelaine is owned by Rogers Media.

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