With Metro and Comedian Stéphane Rousseau, "c’est encore meilleur"
10/26/2026
Work
by
Cossette
Metro is unveiling its new brand platform, "C’est encore meilleur", developed in partnership with Cossette. To mark the occasion, the 100% Quebec-owned grocery chain is inviting consumers behind the scenes, with comedian Stéphane Rousseau taking them along in his new role as brand spokesperson.
With his natural charm and genuine curiosity, Stéphane takes viewers behind the scenes at distribution centres, meets local producers and chats with in-store teams. The goal is to offer an authentic look at the freshness and quality standards that set Metro apart.
“We wanted to avoid big speeches and let Stéphane show Quebecers what really happens on the ground. His authentic, humorous approach brings to life, in a very tangible way, the expertise that makes Metro a trusted choice.”
Michel-Alex Lessard, Chief Strategy Officer, Quebec and Eastern Canada, at Cossette
“At Metro, we’ve made a clear commitment to continually raising the bar. When you want to feed your family and loved ones well while keeping things simple, quality and genuine freshness are non-negotiable. From our producer partners to our in-store teams, everyone plays a part in upholding our high standards every day. That’s what makes it even better at Metro.”
Alain Tadros, Vice President and Chief Marketing and Digital Strategy Officer at Metro
The multichannel campaign is rolling out across Quebec through television, online video, out-of-home advertising, digital platforms, radio and social media.
Credits
Advertiser: Metro
Clients: Marie-Claude Bernard, Sophie Gélinas, Olivier Charbonneau et Catherine Gobeil
Agency: Cossette