How Metro Builds Loyalty With Big Brands
What’s new: Canadian grocer Metro is encouraging shoppers to join its Moi loyalty program by running a series of sweepstakes with major brands.
Where shoppers get value: Moi members who purchased two SKUs from Unilever’s Hellmann’s from May 15 to June 11 were automatically entered to win a store gift card worth $5,000 Canadian dollars.
Members could buy any Cafe William SKU from May 15 to July 9 to be entered to win a CA$9,595 store card ("free coffee for life") or one of 15 runner-up CA$385 cards ("a year of free coffee").
Members who bought Asahi Breweries’ Peroni Nastro Azzurro from June 12 to July 9 were entered to win a trip to Milan to attend the Sept. 7 Italian Grand Prix.
Members who bought Coca-Cola Co.’s Fuze from May 22 to July 5 were entered to win a Canadian getaway valued at CA$10,000.
What we saw: Violators plugged the Hellmann’s and Cafe William sweepstakes in stores.
Wobblers promoting the Peroni sweeps were attached to a floorstand stocking the nonalcoholic beer that activated the brand’s sponsorship of the Scuderia Ferrari Formula One team. A QR code on the floorstand linked to the entry page for a national sweeps running May 25 to June 22 that awarded one trip to the race and co-branded Peroni Nastro Azzurro merchandise to 10 runners up. Montreal-based Vibrant Marketing handled the promotion.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
