M&M GOES NATIONAL, TOUTS SIMPLICITY
By Adnews Staff
M&M Meat Shops of Kitchener, Ont. launched its first-ever national campaign this week using print, TV and radio. The retailer recently entered the Western Canada market for the first time. There are five TV ads in the campaign: one 30-second and four 10-second spots. The radio ads consist of two 30-second commercials. The goal of the campaign is to differentiate M&M Meat Shops from grocery stores, using the tagline: "Hundreds of Meal Ideas, One Aisle." The ads focus on the convenience, personal service and no-hassle shopping at M&M versus the chaos of shopping in a traditional large supermarket. Each 10-second TV spot features a different theme: quality, service, barbecue and party. The new tagline will be adapted throughout the year for different products and seasonal focuses. For example, the tagline in the spring will say: "Hundreds of Barbecue Ideas, One Aisle. In addition, the campaign will feature a national in-store and radio promotion in which consumers will have a chance to win a trip for two to the Dominican Republic and M&M products. The campaign was created by Vickers & Benson Advertising of Toronto. V&B's PR arm, Warwick & Associates of Toronto, is doing PR.