Metro and Cossette Take Shoppers Behind the Scenes of Freshness
Work
Not all grocery stores belong in the same basket. In its bold new campaign created by Cossette, Metro opens the doors to its behind-the-scenes world to showcase what truly sets it apart: some of the highest standards for quality and freshness in the industry.
Through the eyes of new team members in training, we get an inside look at the rigorous—and often overlooked—efforts Metro teams put in every day to uphold these exceptionally high standards.
The campaign uses a mockumentary tone: a lighthearted, self-aware format that brings attention to a reality often taken for granted. While freshness is frequently mentioned across the industry, few pursue it with the same level of dedication. This approach offers a unique opportunity to educate and entertain—even if freshness isn’t always top of mind for consumers.
Rolling out across Quebec, the campaign includes nine TV spots, along with digital, radio, out-of-home and social media activations. Metro invites consumers to see for themselves why not all grocery stores should be lumped together.