To showcase some of its newest store brand offerings, and holiday-themed items, Canadian grocer Metro has launched an animated YouTube video starring a newly named character Milly and its second lookbook or magazine dedicated to its own brand products.
Marie Horodecki-Aymes, director of design and packaging at Metro, told Store Brands the magazine idea first launched internally but with the pandemic making it difficult to present products, they decided to share it out with shoppers and companies they work with. The first magazine they produced was in the summer and was dedicated to summer products. This latest catalogue showcases holiday items.
The flipbook highlights a wide assortment of products under its Naturalia, Irrestibles and Selection store brand products (some of which were featured in this magazine’s 2020 Editors’ Picks), including holiday desserts like chocolate nuts and candies, premium frozen meals like a red curry chicken bowl and lasagna, innovative chips, egg nog, and more. Other pages are dedicated to its private brand baby products, cleaning products and cosmetics.
The retailer has hundreds of new products for the season but not all are in the digital book. The YouTube video from the retailer, unlike the magazine, is a first for Metro. Horodecki-Aymes said it was important in these challenging times to show shoppers what drove them to launch the products.
“We want to make life a little more better every day for the communities we serve, and I think that each of the more than 380 products we have created this year fulfill this mission,” she said.
She added that the character in the video didn’t have a name so a ballot was provided to the employees to choose between four names, and Milly was the winner.