{"id":3564,"date":"2025-01-22T16:21:22","date_gmt":"2025-01-22T21:21:22","guid":{"rendered":"https:\/\/franchir.ca\/?post_type=realisation&#038;p=3564"},"modified":"2025-01-23T08:27:26","modified_gmt":"2025-01-23T13:27:26","slug":"a-sizzling-and-festive-summer-with-metro-the-2024-bbq-tour","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/a-sizzling-and-festive-summer-with-metro-the-2024-bbq-tour\/","title":{"rendered":"A Sizzling and Festive Summer with Metro: The 2024 BBQ Tour"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Introduction<\/h2>\n\n\n\n<p>In the summer of 2024, Metro entrusted Pigeon Brands and Franchir with the deployment of a dynamic and festive summer tour across selected Metro grocery stores.<\/p>\n\n\n\n<p>Franchir\u2019s mandate covered every aspect, from ideation to production and on-site activation of the kiosk, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Artistic direction of the activation.<\/li>\n\n\n\n<li>Design, creation, and production of decorative and functional elements.<\/li>\n\n\n\n<li>Recruitment and management of brand ambassadors.<\/li>\n\n\n\n<li>Logistical planning for the activation, including transportation, handling, setup, and takedown.<\/li>\n\n\n\n<li>Hiring and coordination of the artist for the two designated dates, as well as management and setup of the relaxation zone.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/12\/30065-met-tournee-fraicheur-grenier1-1400x700-1-1024x512.jpg\" alt=\"\" class=\"wp-image-3410\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/12\/30065-met-tournee-fraicheur-grenier1-1400x700-1-1024x512.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/12\/30065-met-tournee-fraicheur-grenier1-1400x700-1-300x150.jpg 300w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/12\/30065-met-tournee-fraicheur-grenier1-1400x700-1-768x384.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/12\/30065-met-tournee-fraicheur-grenier1-1400x700-1.jpg 1400w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Objectives<\/h2>\n\n\n\n<p>The three objectives identified by our client, which became the focus of our efforts, were to:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Create a unique experience to thank customers while strengthening their attachment and loyalty to the brand.<\/li>\n\n\n\n<li>Showcase and offer tastings of featured supplier products in a festive atmosphere.<\/li>\n\n\n\n<li>Award loyalty prizes to members of the MOI rewards program.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Game Plan \/ Strategy<\/h2>\n\n\n\n<p>Throughout the summer, Metro had a dedicated team of five ambassadors tasked with setting up and hosting a 20&#8242; x 20&#8242; space in the parking lots of participating Metro grocery stores. We designed a colorful and dynamic space that drew attention and piqued customers&#8217; curiosity, encouraging them to explore the activation and enjoy the installations. The ambassadors provided personalized service to every customer, ensuring alignment with our specific objectives.<\/p>\n\n\n\n<p>The Metro space was divided into three sections:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The Lucky Wheel<\/li>\n\n\n\n<li>The BBQ Zone<\/li>\n\n\n\n<li>The Refreshments Zone<\/li>\n<\/ul>\n\n\n\n<p>This layout created a natural flow for customers, who could then relax in the dining area to enjoy their snacks in peace.<\/p>\n\n\n\n<p>In two strategically selected stores on the tour, we enhanced the experience by including a live musical performance during the afternoon to generate buzz and offer a more VIP experience for consumers. A performance zone was added to the Metro locations in Sainte-Agathe-des-Monts and Saint-Hilaire, the latter being the tour&#8217;s final stop. The performances were promoted on social media to invite customers to join the festivities.<\/p>\n\n\n\n<p>To round out the project, Franchir proposed the production of a <strong>recap video<\/strong> to highlight the success of the tour and serve as a promotional tool for future editions.<\/p>\n\n\n\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\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"La Tourn\u00e9e BBQ M\u00e9tro : Un \u00e9t\u00e9 r\u00e9ussi sur toute la ligne!\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/xbh-5RGlWv4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<p>We can confidently say that the tour successfully created memorable moments and a sense of appreciation among Metro customers, who felt genuinely valued by this special attention.<\/p>\n\n\n\n<p>In total, over 6,000 customers enjoyed the installations throughout the summer.<\/p>\n\n\n\n<p>The ambassador team recorded more than 4,000 participants at the lucky wheel, with approximately 2,800 prizes won!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Highlights<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>12 grocery stores visited<\/li>\n\n\n\n<li>2 stores featured a live musician, delighting attendees<\/li>\n\n\n\n<li>Over 6,000 participants throughout the tour<\/li>\n\n\n\n<li>More than 4,000 participants spun the lucky wheel, with nearly 3,000 winners<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Credits<\/h2>\n\n\n\n<p><strong>Client<\/strong> | Metro<br><strong>Strategic and Creative Agency<\/strong> | Pigeon<br><strong>Experiential Event Agency<\/strong> | Franchir<br><strong>Pigeon Account Team<\/strong> | Armelle Dubourg, Marie Pierre Goyer, Judithe Bourgeois<br><strong>Creative Team<\/strong> | Jean-Fran\u00e7ois B\u00e9liveau, V\u00e9ronique Nicolas, Antoine Neuvrameut, Peter Pigeon, Fr\u00e9d\u00e9ric Graf<br><strong>Franchir Account Executive<\/strong> | Mireille Azema<br><strong>Event Production<\/strong> | Lisa-Marie Minier, Juliana Bedwani<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From July 13 to October 6, 2024, the Metro BBQ Tour rolled out across selected grocery stores throughout the province. A dedicated Metro Rewards space was set up in the parking lots to offer a special experience to their customers and thank them for their loyalty.<\/p>\n<p>In an activation conceived, produced, and hosted by Franchir, Metro invited its customers to enjoy a complimentary snack (hot dogs, Pinty\u2019s chicken wings, chips, refreshing drinks, Bock\u2019Ale non-alcoholic beer, and ice cream bars). Members of the MOI rewards program were also invited to spin the lucky wheel for a chance to win free products or in-store discounts.<\/p>\n<p>At Sainte-Agathe-des-Monts (August 17-18) and St-Hilaire (October 5-6), a relaxation zone was added, and customers were treated to live performances by musical artists for their enjoyment.<\/p>\n","protected":false},"featured_media":3406,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[112],"class_list":["post-3564","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-brand-activation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Sizzling and Festive Summer with Metro: The 2024 BBQ Tour -<\/title>\n<meta name=\"description\" content=\"FRANCHIR est une agence de communication marketing reconnue pour son expertise en strat\u00e9gie, en relations 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