Metro, first to kick off the summer

Entitled “First ones in summer”, this seasonal initiative aims to position the banner as Quebecers’ favourite grocer, as well as strengthen people’s sense of belonging to and relationship with the brand. This is also the agency's first integrated communications campaign for Metro.

This campaign was launched in March with an ode to fans of sunshine and summertime. Those who wholeheartedly welcome the first whispers of warm weather. The first ones to open their swimming pools, break out their flip-flops and get grilling on the BBQ… even if there’s still a bit of snow outside.

Metro decided to show their support for these early birds by being there for Quebecers who want to kick off the summer before anyone else. From the first harvest of summer produce to the first seafood feast—not to mention the first bonfire and the first ice cream of the season—the local grocer will be the first to inspire people to get together and share meals made with the very best local ingredients.

The first ones to feast on lobster

Quebecers eagerly await lobster season every summer, so Cossette created various types of outdoor signage and came up with a strategy to showcase this highly desirable product. 

Prices for shellfish have skyrocketed despite a solid season, so Metro decided to create the first coupon bib to absorb some of the cost. Shoppers can grab one from a construction fence and trade it in for a discount on Québec lobsters in stores.

The brand is also giving people the opportunity to watch Anthony Dubé from Gaspésie on his first official fishing excursion as a captain. He’s nervous yet brimming with pride and joy as he describes every step that led to his very first outing to catch lobsters that will be sold at Metro.

The ads are being rolled out on TV, in signage and online. The campaign also includes point-of-sale advertising and organic content across the brand’s various digital platforms.