{"id":94367,"date":"2022-05-30T13:14:31","date_gmt":"2022-05-30T17:14:31","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=94367"},"modified":"2022-05-30T13:14:34","modified_gmt":"2022-05-30T17:14:34","slug":"premiere-campagne-de-communication-integree-de-metro-signee-cossette","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/premiere-campagne-de-communication-integree-de-metro-signee-cossette\/","title":{"rendered":"Premi\u00e8re campagne de communication int\u00e9gr\u00e9e de Metro sign\u00e9e Cossette"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2022\/05\/1-Metro-Cossette-Image-den-t_te-1024x576.png\" alt=\"\" class=\"wp-image-94368\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2022\/05\/1-Metro-Cossette-Image-den-t_te-1024x576.png 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2022\/05\/1-Metro-Cossette-Image-den-t_te-300x169.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2022\/05\/1-Metro-Cossette-Image-den-t_te-768x432.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2022\/05\/1-Metro-Cossette-Image-den-t_te-1536x864.png 1536w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2022\/05\/1-Metro-Cossette-Image-den-t_te.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p>30 mai 2022<\/p>\n<p><strong>Sous le th\u00e8me \u00ab\u00a0Les premiers en \u00e9t\u00e9 \u00bb, cette initiative estivale vise \u00e0 positionner la banni\u00e8re comme l\u2019\u00e9picier pr\u00e9f\u00e9r\u00e9 des Qu\u00e9b\u00e9cois\u2219e\u2219s ainsi qu\u2019\u00e0 renforcer le sentiment d\u2019appartenance et de proximit\u00e9 de la population envers la marque.<\/strong><\/p>\n<p>Le coup d\u2019envoi de cette campagne a \u00e9t\u00e9 donn\u00e9 en mars dernier avec <a href=\"https:\/\/youtu.be\/1WU3AC6mP7M\" target=\"_blank\" rel=\"noreferrer noopener\">une ode \u00e0 tous les fervents du beau temps<\/a>. Ceux et celles qui c\u00e9l\u00e8brent sans g\u00eane d\u00e8s que le mercure grimpe et qui sont les premiers \u00e0 ouvrir leur piscine, \u00e0 sortir leurs sandales ou \u00e0 faire des grillades sur le BBQ\u2026 alors qu\u2019il reste encore de la neige \u00e0 pelleter.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"L&#039;\u00e9t\u00e9 go\u00fbte bon ici!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/1WU3AC6mP7M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>Metro s\u2019est donc engag\u00e9e \u00e0 suivre le rythme de ces pr\u00e9curseurs et \u00e0 \u00eatre pr\u00e9sente pour tous les Qu\u00e9b\u00e9cois\u2219e\u2219s qui auront envie de savourer l\u2019\u00e9t\u00e9 en premier. Des premiers arrivages de fruits et l\u00e9gumes aux premiers festins de fruits de mer, en passant par les premi\u00e8res soir\u00e9es autour du feu et les premiers desserts glac\u00e9s, l\u2019\u00e9picier local sera en t\u00eate de liste pour inspirer les gens \u00e0 se rassembler autour de la nourriture d\u2019ici et \u00e0 profiter de tous ces petits plaisirs gustatifs.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>La signature \u201cLes premiers \u00e0\u201d est un terreau tr\u00e8s fertile pour la marque, en plus de nous avoir permis de contourner la contrainte de parler de l\u2019\u00e9t\u00e9 quand on est encore en hiver. Gr\u00e2ce \u00e0 une plateforme cr\u00e9ative extr\u00eamement riche et polyvalente, la campagne parvient \u00e0 mettre de l\u2019avant, \u00e0 tour de r\u00f4le, l\u2019ensemble des produits locaux et festivit\u00e9s qui sont \u00e0 l&rsquo;honneur cette saison chez Metro \u00bb, explique Genevi\u00e8ve Duquette, directrice de cr\u00e9ation chez Cossette.<\/p>\n<\/blockquote>\n<figure class=\"wp-block-image\"><img src=\"https:\/\/assets.grenier.qc.ca\/uploads\/images\/4+-+Metro+Cossette+Medias+sociaux-240900.png\" alt=\"metro 2\"\/><\/figure>\n<p><strong>Les premiers \u00e0 d\u00e9guster le homard<\/strong><\/p>\n<p>La saison du homard figure assur\u00e9ment parmi les pr\u00e9f\u00e9r\u00e9es des Qu\u00e9b\u00e9cois\u2219e\u2219s. Cossette a donc con\u00e7u des d\u00e9clinaisons en affichage libre ainsi qu\u2019une strat\u00e9gie de contenu mettant en vedette ce produit tant convoit\u00e9.&nbsp;<\/p>\n<p>Comme le prix des crustac\u00e9s flambe, malgr\u00e9 une bonne saison de p\u00eache, Metro a d\u00e9cid\u00e9 de cr\u00e9er <a rel=\"noreferrer noopener\" href=\"https:\/\/youtu.be\/42r2OGAosqA\" target=\"_blank\">le premier coupon-bavette<\/a> et d\u2019all\u00e9ger la facture des consommateurs. Install\u00e9s sur une palissade urbaine, les coupons-bavettes peuvent \u00eatre \u00e9chang\u00e9s contre un rabais sur le homard du Qu\u00e9bec lors d\u2019une visite en \u00e9picerie.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Palissade Homards\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/42r2OGAosqA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>D\u2019autre part, la marque offre au public l\u2019occasion de suivre le Gasp\u00e9sien Anthony Dub\u00e9 dans <a href=\"https:\/\/youtu.be\/1fhICgiLtSE\" target=\"_blank\" rel=\"noreferrer noopener\">sa premi\u00e8re sortie de p\u00eache officielle en tant que capitaine propri\u00e9taire<\/a>. \u00c0 la fois f\u00e9brile, heureux et fier, ce dernier nous pr\u00e9sente les \u00e9tapes qui le m\u00e8neront \u00e0 sa toute premi\u00e8re prise de homards, qui se retrouveront ensuite chez Metro.&nbsp;&nbsp;<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>La p\u00e9riode estivale est charg\u00e9e au Qu\u00e9bec, et il \u00e9tait primordial pour nous d&rsquo;en faire partie avec une campagne rassembleuse et facile \u00e0 s\u2019approprier, explique Alain Tadros, vice-pr\u00e9sident marketing METRO. Cette collaboration permet \u00e0 Metro de demeurer active tout au long de l\u2019\u00e9t\u00e9, car elle r\u00e9ussit \u00e0 s\u2019adapter aux nombreux arrivages et \u00e9v\u00e9nements rassembleurs du Qu\u00e9bec ainsi qu\u2019\u00e0 r\u00e9unir nos diverses industries partenaires sous une m\u00eame initiative. \u00bb<\/p>\n<\/blockquote>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Les premiers \u00e0 partir \u00e0 la mer\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/1fhICgiLtSE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>Les messages publicitaires se d\u00e9clinent \u00e0 la t\u00e9l\u00e9vision, en affichage et sur le web. L\u2019offensive compte aussi des publicit\u00e9s sur les lieux de ventes ainsi que du contenu organique dans l\u2019ensemble de l\u2019\u00e9cosyst\u00e8me num\u00e9rique de la marque.<\/p>\n<figure class=\"wp-block-image\"><img src=\"https:\/\/assets.grenier.qc.ca\/uploads\/images\/3+-+Metro+_+Cossette+-+Affichage-240897.gif\" alt=\"metro 1\"\/><\/figure>\n<figure class=\"wp-block-image\"><img src=\"https:\/\/assets.grenier.qc.ca\/uploads\/images\/6+-+Metro+Cossette++Coupon+bavette+Medias+sociaux-240909.gif\" alt=\"metro 5\"\/><\/figure>\n<p><strong>Cr\u00e9dits<\/strong><\/p>\n<p>Client : Metro<\/p>\n<p>Agence : Cossette<\/p>\n<p>Cr\u00e9ation : Anne-Claude Ch\u00e9nier, Genevi\u00e8ve Duquette, Philippe Brassard, Rapha\u00ebl C\u00f4t\u00e9, Marc-Antoine Vall\u00e9e, Camille L\u00e9vesque, Lionel Mich\u00e9e, Isabelle C\u00f4t\u00e9, Marc-Andr\u00e9 Lafrance, Harmony Le Reste<\/p>\n<p>Strat\u00e9gie : Myriam Minville<\/p>\n<p>Produit : Olivier Charbonneau, Rosalie St-Cyr, \u00c9lyane Jourdenais-Lemaire<\/p>\n<p>Production d\u2019agence : Septi\u00e8me<\/p>\n<p>Production \u00e9lectronique et post-production : St\u00e9phanie C\u00f4t\u00e9, Julie Beaudoin, Philippe Tremblay-Perrin, Marie-Andr\u00e9e Lizotte<\/p>\n<p>Production infographique, imprim\u00e9e et num\u00e9rique : Colette Dumay, \u00c9ric Verrier, Daniel Cartier, Mario L\u00e9vesque, Maxime Bluteau, \u00c9ric Lefebvre&nbsp;<\/p>\n<p>Agence m\u00e9dia : Touch\u00e9,&nbsp;<\/p>\n<p>M\u00e9dia : Martin Soubeyran, Maeva Tepea, Maxime Mourot, Andr\u00e9anne Veilleux, Carmen Benita&nbsp;<\/p>\n<p>Partenaire m\u00e9dia : Publicit\u00e9 Sauvage<\/p>\n<p>Maison de production : Les Enfants<\/p>\n<p>Production : St\u00e9phanie Beaudin<\/p>\n<p>R\u00e9alisation (production t\u00e9l\u00e9vis\u00e9e) : Le GED<\/p>\n<p>R\u00e9alisation (<em>Premiers homards comme capitaine<\/em>) : Louis-Charles Pilon<\/p>\n<p>Post-production : MELS<\/p>\n<p>Son et musique : Circonflex<\/p>\n<div class=\"likebtn_container\" 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