Metro begins Moi Rewards campaign
By Derek Winkler
Grocery store chain Metro has begun a campaign to promote the launch in Ontario of its new loyalty program Moi Rewards. Developed by Open, the campaign consists of television, radio, out-of-home and digital advertising in the province. The campaign seeks to highlight how customers are the “stars of the program” by featuring a number of consumers who share names with celebrities such as Jennifer Lopez, Ryan Reynolds and Michael Jordan.
The Moi Rewards program is available at Metro, Food Basics and Jean Coutu stores in Ontario. Its launch also includes public relations support from Agnostic, corporate communications from The Neighbourhood Agency and media work by Glassroom.
“With over 275 stores across hundreds of communities in Ontario, our everyday customers are unique at every store we operate,” said Alain Tadros, chief marketing officer at Metro. “Our priority when creating the Moi Rewards program was to put personalization at the core by generously rewarding customers, quickly and easily, without making them change their buying habits or put in extra effort. As a result, we had some fun with the idea of personalization in our new ad campaign.”