How Kraft Heinz Helped Metro Boost Loyalty
What’s new: Metro continues to encourage shoppers to join the Moi loyalty program it launched in October 2024 with the help of big brands, including working with Kraft Heinz to run three summer sweepstakes for members.
Where shoppers get value: Moi members who purchased three Kraft Heinz products from June 12 to July 9 were automatically entered to win one of 10 store gift cards worth 1,000 Canadian dollars. Those who bought Heinz mayo from July 17-23 were entered to win one of four prizes of 125,000 Moi points, valued at CA$1,000. Members who bought Kraft cheese from July 24 to Aug. 20 were entered to win one of three CA$500 store cards.
What we saw: Aisle violators plugged the Kraft cheese sweepstakes.
What else: Metro is also aggressively promoting its Moi program with an "Unlock the Moillionaire in Me" sweeps running from Sept. 11 to Oct. 8 awarding 10 prizes of 1 million Moi points (valued at CA$8,000) and four runners-up gift baskets containing CA$250 worth of products from private labels Peronnelle and Irresistible. Moi members receive an entry each day for making a CA$1 purchase in store or CA$50 purchase online.
Stanchion signs plug the sweeps in stores. Circular features, a home page display ad on Metro.ca, and an Instagram post support 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.
