Publicis Canada has Metro and its national food brands in the bag. It has replaced Cossette as the AOR for the grocery chain and its subsidiaries Super C in Quebec – which Publicis Montreal was already servicing – and Food Basics in Ontario. Publicis’ digital agency, Publicis Modem, will be handling Metro’s digital agenda.

The agency’s Toronto and Montreal offices will split duties in the management of the business, which checks out sales of over $11 billion annually, under the watchful eye of a national strategic committee co-chaired by Yves Gougoux, Publicis chairman and CEO, and Andrew Bruce, president and COO.

It’s an incredible time to work alongside this brand,’ says Bruce. ‘The branding change that we saw, lately, was incredibly well done, and now it’s time to inject the Metro brand with real meaning behind what Metro is, what it believes in, and what it will become for the customer base.’

Metro also announced a new media partner, Montreal-based BCP Media, which is also replacing Cossette as agency of record for Metro and its national brands’. BCP also had a preexisting relationship with Super C, handling its media activity.