Metro

Content campaign – La Presse+ Special sections

May 2017

Challenge

Position Metro (and metro.ca) as a destination of choice for the summer season. Create a brand content campaign that showcases Metro’s typical Quebec side.

Solution

To complement the summer advertising campaign “Mettez du wow dans votre été” (Put some wow in your summer), Bob wanted to rally Quebeckers around summer pleasures and inspire them in their planning for typical Quebec celebrations, such as Saint-Jean (Quebec’s national holiday), barbeques with friends and summer vacations.

Fifty pieces of exclusive content were developed around these three themes in collaboration with consultants and chefs. The wide variety of subjects covered mainly food and lifestyle: summer activities, featured recipes, fine dining, vacation destinations and more.

The three special sections created for La Presse+ appeared on May 18, June 1 and June 15. It was the first time that a food distributor communicated its offer in a special section on this platform.

To highlight its local aspect, Metro established a partnership with a 100% Quebec company: BMR.

Results

Consulted on 196,521 tablets between May 18 and July 6, the special sections obtained impressive engagement and downloads. The articles retained the attention of readers who read through the entire sections.




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