Metro counts down to Christmas

Holiday campaign includes 24 ads featuring TV talk-show host Éric Salvail

Metro has launched a novel Christmas ad campaign starring one of Quebec's biggest TV celebrities.

The campaign features 24 different 15-second ads that are running daily from Dec. 1 through December 24 on television and online, as well as on Metro's Facebook page.

The one-a-day spots are built around the theme of TV talk-show host Éric Salvail's fictional preparations to host family and friends at Christmas.

Though light-hearted in nature, the ads deliver dead-serious messaging about Metro's products and services.

“We immediately loved this concept, which in a unique manner recognizes the range of Metro’s food offering in Quebec," said Alain Tadros, Metro's vice-president marketing.

Tadros described the grocery chain's offering as "unique, complete and fulfils all the desires and needs of Quebecers, especially during the holidays."


Produced by Montreal ad firm Publicis, the French-only ads follow Salvail's daily adventures—starting with a phone call on Dec. 1 informing him that several family members are coming over to his place for a Christmas meal—and continue up to Christmas Eve.

In Quebec, most francophones celebrate Christmas with a réveillon (or wakening), which is traditionally a sumptious meal held after mass into the wee hours of Christmas morning (hence the name, which requires staying awake).

Among the many Metro products and services highlighted in the ads are specialty cuts of meat, express catering, Metro's Irresistibles brand, and Première Moisson baked good.

“We know that Quebecers prepare for their holiday parties well in advance," Carl Robichaud, vice-president creative of Publicis says in a press release.

"Throughout all of December they put together menus, look for ideas and tips, try out different recipes, etc.  All these activities are represented (in the ads)."

This is the second time in six months that Salvail has starred in a Publicis-made ad campaign for Metro.

Salvail, who hosts a weekly self-named TV talk show called En mode Salvail, starred in a Metro campaign dubbed Tout le Québec se retrouve chez Metro.

In the 30-second ads, Salvail vaunted the quality and diversity of Metro's food offering.

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