Food Basics names new AOR

Metro's low-cost grocery store has picked Toronto-based Open to handle its marketing efforts.

After an RFP involving six other agencies, Metro’s low-cost Food Basics banner has named Toronto-based agency Open as its AOR.

“The Food Basics banner has gone through an evolution over the last year, introducing three key pillars that are driving all our business decisions,” said Nancy Modrcin, senior director of marketing for Metro Ontario, in a release. Those three pillars include “always fresh,” “always in stock,” and “always great prices.” Open’s jobs will be to amplify those three pillars in all brand efforts to connect with Ontario consumers, she says. The account includes all advertising and promotional planning.

“Open took a very unique approach to how they responded to our case study challenge,” Modrcin tells strategy. “We were impressed that they didn’t separate brand strategy and promotional efforts – it showed that they understood that those components were one and the same in retail. They also presented a creative approach that could build off of the strong work that’s been done over the last year, following our repositioning efforts.”

She adds that work from Open will start to roll out in the first quarter of 2015.

Open was founded in  2010 by by Martin Beauvais and Christian Mathieu, and has since picked up a number of new accounts, including Toys ‘R’ Us, Okanagan Spring Brewery and restaurant chain Bier Markt. 

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