Metro has unveiled a 14-page content section in Quebec’s daily tablet news product La Presse+, part of an ongoing content program that started last year.
The new section titled “Objectif bien-être” (which roughly translates as “Wellness goal”), is spotlighting the healthy foods people want to eat after indulging during the holidays, says Stéphanie Paquette, account director with Montreal agency Bob, which partnered with Metro on the initiative.
“The idea is to engage with Metro’s customers at key moments through the year, when their food habits change,” says Paquette.
The section includes features such as “5 légumes cusiner autrement” (“5 vegetables to cook differently”), “Cuizinez les agrumes” (“Cooking with citrus”), and a feature on mocktails titled “Savoureux et sans alcool” (“Tasty and alcohol free”).
Another content section, “8 tartines gourmands” (“8 gourmet tartines”) features recipes using breads from Premiere Moisson, a Quebec bakery in which Metro acquired a 75% stake in 2014.
The magazine-style content also takes advantage of tablet functionality to bring sections to life through a combination of video and links to recipes and information housed on Metro.ca.
“We wanted to [provide customers] with an inspirational magazine about Metro’s products and services, rather than simply a flyer,” says Paquette. “It’s a really nice, flexible and interactive way to navigate through brand content.”
La Presse+ claims to reach 505,000 unique tablets each week, with an average browse time of 40 minutes on weekdays and more than 50 minutes on weekends.
It claims more than half (59%) of its readers are adults 25-54 — the same kind of demographic that is being wooed away from traditional grocery stores by upstart services such as Ubery. Paquette says the app’s large male audience also appeals to Metro.
The content section also features a video ad promoting Metro’s prepared foods offering that shows its chefs selecting ingredients from its shelves and preparing them in-store.