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Metro begins content campaign with Flare

Grocery store chain Metro Ontario has begun a promotion in collaboration with Flare magazine. Beginning with the May issue of the publication and running for six issues, the two companies will run a series of editorial pieces encouraging food enthusiasts to prepare fresh meals at home. In each issue, a designer, fashion blogger or chef will work with Flare editors to create a recipe inspired by fashion trends. The content will include full-page editorial column in the magazine's print, tablet and mobile editions, accompanied by 90-second online videos. The materials will also be posted in a new food section at Flare.com.

"Food and fashion are having a moment," said Nancy Modrcin, senior director of marketing at Metro Ontario. "Food is being photographed constantly. There is something very personal about a person's style, about the food that they eat and where they choose to shop for both. In both cases, it's all about personal taste."

The promotion was negotiated by A&C of Toronto, which is also handling media relations, event execution and content development. Brand advertising wwas developed by Publicis. Flare's assets were developed in-house. Flare is owned by Rogers Media.

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