GROCERY CHAIN GIVES SHOPPERS THEIR SAY
By Adnews Staff
Métro-Richelieu is listening to shoppers so it will know how to talk to them. The Montreal-based supermarket chain operator is running a four-week contest starting today asking consumers to answer three questions printed in flyers and coupons, along the lines of "What is your favorite meal on a cold winter day?" Respondents have a chance to win different prizes. A radio campaign urges listeners to take part in the poll. Consumers' answers will be used in developing advertising and merchandising strategies. This comes on top of a summer survey of more than 4,000 consumers, carried out by the Alain Olivier company, which turned up information such as the fact that Quebecers go to meat counters for beef and chicken far more often than for any other meat. The company intends to conduct more surveys to keep in touch with its customers. It is also running a two-week radio promo offering prizes valued from $100 to $150. A television campaign breaks at the end of September showing Métro shoppers in a variety of daily situations. All this marks the fourth phase of Métro's continuing "Grocers by profession" campaign. The ad agency behind the marketing push is BCP in Montreal.