M&M debuts TV/radio ads

In a bid to distance itself from private label competitors such as Loblaw and Price Club, specialty meat retailer M&M Meat Shops has launched a tv and radio ad campaign in markets in Manitoba, Ontario, New Brunswick, Nova Scotia and Prince...

In a bid to distance itself from private label competitors such as Loblaw and Price Club, specialty meat retailer M&M Meat Shops has launched a tv and radio ad campaign in markets in Manitoba, Ontario, New Brunswick, Nova Scotia and Prince Edward Island.

The 132-outlet m&m chain, which is based in Kitchener, Ont., sells a wide selection of high-quality frozen meats with an emphasis on family club packs.

The three 30-second tv spots show nostalgic childhood scenes, while the voiceover speaks of ‘meals that made you feel that all was right with the world.’

The campaign tagline is: ‘M&M Meats – so good to come home to.’

Bruce Philp, executive creative director with Vickers & Benson Advertising, m&m’s Toronto-based agency, says the spots are intended to bolster m&m’s reputation for quality meats at a time when competitors have increasingly been targetting the club pack segment. PA