METRO PLAYS ON FAMILIAR THEME
By Adnews Staff
Montreal-based Metro supermarkets had decided to stick with the tried and true. The chain launched a Quebec campaign this week using the tagline, Grocers by Profession, which has been used in the retailers campaign for the past five years. But the company is also using another tagline: Customer by Profession. Two 30-second TV spots promote Metro's variety and quality of products as well as the professionalism of its staff. The commercials will be supported by two other commercials beginning later this month that will promote sales. Another 30-second spot will announce Metro events. The TV ads feature Metro spokesperson Soeur Angele and actor Marcel Leboeuf. The sale and event ads will be supported with radio ads. Billboard ads bear the signature of a Metro professional and presents the chain's most popular products such as bread, cheeses, fruits and vegetables. In-store materials and flyers are also being used. The campaign was created by Publicis*BCP of Montreal. PR is being done by Doin, Alexandre & Associes of Montreal.