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Metro Ontario breaks rebranding campaign

Grocery store chain Metro Ontario has begun an advertising campaign to launch the opening of the first Metro stores in that province. Over a 15 month period, all 158 current Dominion, A&P, Loeb, The Barn, and Ultra grocery stores will be rebranded as Metro stores. Fourteen stores operating under that banner will be open in the Greater Toronto Area by the end of the week. The rebranding is being promoted with a $2.5 million campaign created by Cossette Communication Group of Toronto. It consists of branding work, newspaper and radio advertising, point-of-sale materials and public relations. The campaign uses the tagline, "Food at its Best." The ads depict Metro employees caring for food items as if they were infants. "The tagline puts the spotlight on food, which is our primary focus," says Robert Sawyer, senior vice-president at Metro Ontario. "It also represents our commitment to offer not only the best products for our customers, but also the best service." Other marketing activities will include radio remotes at store openings, direct mail, outdoor advertising, network television sponsorships and an association with cookbook author Mairlyn Smith.

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