Maxi launches “Fresh Guarantee” with new campaign

Quebec discount grocer Maxi is betting on the quality of its fresh products.

The Loblaw Companies banner launched a new “Fresh Guarantee,” offering to refund and replace fresh products that don’t meet its customers’ expectations.

Effective Thursday (Oct. 15), fresh meat, fish and seafood, as well as fruits and vegetables (including bagged salads) are eligible for return within seven days of purchase.

And to launch its new mandate, Maxi is rolling out a campaign featuring Martin Matte, who has been the face of the banner’s advertising for the past 10 years. This time, he’ll step into the role of freshness advocate—with his own hotline. Consumers can reach out to 1-877-OU1-MAX1 to learn more about the new guarantee and get access to exclusive content, surprises and contests.

The campaign will run across television, radio, digital and social media, with a significant presence in stores, Loblaw said. 

“At Maxi, we want our customers to leave the store feeling like they truly got their money’s worth. Of course, that starts with price, but it’s also about the quality and freshness of what they put in their carts. We’re confident in our products, and with this new guarantee, we want our customers to feel that same confidence. And we want there to be no doubt: if an eligible product doesn’t meet their expectations for freshness, we’ll refund it and replace it for free,” said Patrick Blanchette, senior vice-president of Maxi, in a press release.

Watch Maxi's new spot with Matte below.