PROVIGO GETS FRESH WITH CONSUMERS
By Adnews Staff
Montreal-based Provigo Inc. is promising its Maxi and Maxi & Co. shoppers that the stores have the freshest food at the lowest prices. The company launched a campaign last week where Provigo will guarantee consumers that if they find their total fresh food purchases for less anywhere else, Maxi and Maxi & Co. will match the price, plus give them an additional 10% discount. The guarantee covers fruit, vegetables, fish, meat, deli products, cheese and baked goods. The promotion will be supported with radio spots, billboards, transit and newspaper ads. A teaser radio and newspaper campaign was launched in early May. The campaign was created by the Saffer Group of Toronto. Cohn & Wolfe of Toronto is handling PR for the Ontario market. Maxi and Maxi & Co. outlets are located in Ontario and Quebec.