The Challenge: Metro wanted to re-establish its commitment to quality food. It wanted to stand out from other grocery stores by doing something different while also effectively reaching into local markets.
The Objective: Metro chose to inspire Ontarians by providing food ideas and solutions to the local markets it serves. It wanted to show interesting, delicious food while, on a practical level, also activating them to purchase at Metro.
The Plan: Kick-off during the summer and participate in local food festivals. Showcase ideas and host pop-up markets so participants can then take the ideas and act on them.
Also use multi-media to reinforce the message. Include newspapers and their flyers which deliver a key local component—as grocery is a business at the heart of many Ontario communities.
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