With international success, 67 adaptations, more than 500 seasons and more than a billion viewers around the world, the brand counts Master chef proved to be the ideal recipe to make this possible metro to accompany lovers of Quebec cuisine all season long. In fact, the well-known partnership between MasterChef Québec and Metro has highlighted all the integration capabilities of the ecosystem Quebecor.
Whether through the candidates' legendary pantry, which presents baskets in the brand's colors and products from the in-house range, or through the involvement of the chef in the brand's food solutions, Martin Juneau, welcomed as a guest judge, the campaign gave Metro natural exposure and allowed it to position itself as an essential resource for every home cook. To properly position this increasingly important niche for food banners, a challenge was also created around three typical Metro dishes. During this integration, viewers also learned that the grocer will be handing out generous prizes to challenge winners as well as the season's winner and grand finalist. In addition to this partnership, Metro ultimately leveraged this connection to develop a tailored advertising campaign with other partners at the show to better contextualize their message.
“The campaign’s omnichannel strategy goes far beyond a simple association with the show as we know it,” he says Patrick JutrasHead of Advertising Revenue Quebecor media literacy. Through coordination with the show's other partners, the campaign was integrated into in-store and flyer promotions to ensure continuity with the show. This strategy was made possible thanks to the remarkable collaboration between Metro and Quebecor. Quebecor has just confirmed the renewal of MasterChef at TVA, so there will be great opportunities for our partners.”
“When we learned of the arrival of MasterChef in Quebec, one of the most prestigious television cooking competitions in the world, we immediately wanted to take part in this adventure. This partnership is of course in line with the Metro philosophy, in line with our passionate customers. Food and creativity are at the heart of this show and perfectly embody our belief that food is life!” explains Alain TadrosVice President and Head of Marketing and Digital Strategy.
The campaign runs from January to April on television, digitally and in newspapers.
Credits:
Creative agency: Cossette
Media agency: Touché!
Announcer: Metro
Production: Cossette, SOMA and Qolab