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Metro conducts Taste Summer campaign
Grocery store chain Metro has begun a campaign called "Taste Summer" in Ontario. The campaign promotes the company's commitment to local food and local producers, and is aimed primarily at food enthusiasts. Developed by Arts & Communications of Toronto, the initiative includes print advertising, in-store events and online activities.
Metro will conduct a series of in-store "Mini Festivals" in association with Foodland Ontario until the end of August. These will be supported with in-store signage, sampling, weekly print and digital flyers and content on Metro.ca. Each event will focus on local produce currently in season. During the campaign, the Metro.ca website will feature a "Taste Summer" section containing recipes, advice and weekly special offers. Culinary personalities Laura Keogh and Ceri Marsh will participate in broadcast and print media activities to provide recipes and cooking advice.
Metro Ontario is also the exclusive grocery sponsor of the first Taste of Toronto Festival, which began yesterday and will run until July 27. Metro will maintain a shopping area called the Metro Market & Lounge, and an installation called the Metro Master Class where consumers can prepare and sample various foods.
"Our summer campaign is a celebration of fresh, local flavours," said Nancy Modrcin, senior director of marketing at Metro Ontario. "We wanted to reinforce our ongoing commitment to local food, local growers and sustainable procurement strategies. The Taste of Toronto Festival is just one of the ways we are helping showcase the best Ontario has to offer."