Metro gets U.S. praise for BCP campaign

Montreal: A Quebec ad campaign has been getting rave reviews from u.s. grocers.At its recently held annual convention in Atlanta, the 50,000-member National Grocers Association handed three major awards to Quebec-based grocer Metro for its 1992-93 campaign.The grocers' association named Metro's...

Montreal: A Quebec ad campaign has been getting rave reviews from u.s. grocers.

At its recently held annual convention in Atlanta, the 50,000-member National Grocers Association handed three major awards to Quebec-based grocer Metro for its 1992-93 campaign.

The grocers’ association named Metro’s tv and print campaign the year’s best ad campaign, best private label and best of show.

Created by Montreal agency bcp, the campaign was given a heavy media buy on tv, using bold graphics and filmic illustrations to shake up the often predictable category.

Has won awards

‘The campaign has won awards all over the continent,’ says bcp Art Director Robert Lebeuf.

‘It was designed as a break from the traditional, soft, fuzzy family approach in food retail,’ Lebeuf says.

bcp picked up the $5-million Metro banner account in 1991.

Metro is the province’s No. 1 food retail chain.

According to Gilles Caron, Metro’s vice-president, marketing, the campaign launched a banner year for the company at a time when the recession, warehouse-style discount outlets and the collapse of the Steinberg empire had heated up competition in the Quebec retail food market.

The high ground

‘Strategically and tactically, this campaign set out to occupy the high ground with a bold attitude – not just within the food industry, but in the Quebec advertising environment as a whole,’ Caron says.

He says to achieve this, and underline Metro’s leadership position, the chain gave bcp free rein.

Spot lineup

The spot lineup features a fly-by helicopter promoting Metro’s private label; a long train of high-speed shopping carts barrelling down a highway, suggesting the market leader’s buying power; a pair of outsized scissors doing the job on a coupon; a herd of cattle grazing in a downtown office district (an institutional nod to Metro, originally launched as an association of butchers), and the cool, promotional graphic mix and macro-photography of a blipping radar screen.

The Metro campaign beat out 273 other entries, Caron says.

bcp credits go to Lebeuf, account executive Viviane Colpron, copywriters Michele Leduc, Creative Director Carolyn Jarvis and account director Antoine Beauvais.

Lebeuf says this year’s Metro tv campaign has a ‘more humanized feel, and includes people – ‘grocers and a mother and child in a Garden of Eden setting.’