Summer showcase of iconic foods, courtesy of Metro and Cossette

This summer, Metro is pursuing its creative approach focused on the important role that food plays in our lives. Inspired by Metro’s brand platform “A taste for life,” which resonated with Quebecers by featuring the iconic foods and flavours that make up their everyday, Metro and Cossette want to shine a spotlight on the flavours trending for summer 2023.

The campaign focused on three quintessentially Quebec products: the cowboy steak, the baseball steak, and a selection of local produce handpicked for the Fête nationale, packaged and presented as a case of 24. Each activation was then rolled out on social media, on signage, and in stores.

For the cowboy steak, Cossette and Metro joined forces with Bucking Ranch Rodeo Co. to find out who had more staying power, the cowboy on the mechanical bull or the pat of butter on the steak.

For the baseball steak—the ideal cut for the smoker—wood chips were produced using baseball bats made from 100% pure maple wood. The bags were signed by baseball legend Claude Raymond, the first Quebecer to pitch in Major League Baseball. For many a summer, families across Quebec were captivated by his exploits on the diamond.

Finally, for the classic case of 24, launched to commemorate Quebec’s Fête nationale, the idea was to celebrate premium homegrown produce by inviting people to “lever leur vert/verre”—a clever play on words inviting them to raise the box of produce as a toast to the local harvest. For the occasion, Metro and Cossette reimagined the iconic case of 24 by filling it with 24 Quebec products selected in collaboration with local producers. The case was available for purchase on social media.

The campaign ran from April 28 to June 24, 2023, to coincide with the kickoff to BBQ season in late April, Father’s Day and finally, the Fête nationale holiday on June 24.