Feed the joy

Overview

In a time when many Canadians did not have a positive perception of grocery brands, Metro tasked Agnostic with engaging its millennial audience at the holiday season to drive positive brand sentiment and awareness

Through reseach, Agnostic identified that a shortage of time and skill was playing a role in millinennials ability to host at the holidays. Agnostic bolstered research by diving into this untraditional supplementary target: seniors. Because younger generations often rely on their parents and grandparents to take the reins in the kitchen during the holidays, Agnostic realized seniors would be intrinsic to the campaign’s ability to engage millennials in feeding the joy.

Enter Feed the Joy cooking classes, a series of three intergenerational cooking classes held at local seniors centres in Toronto, Ottawa and Kingston. Local Seniors were identified and spotlighted as hosts for each class sharing their cherished family holiday recipes along with holiday hosting tips and tricks. Each session was amplified through human-interest storytelling across earned media, paid media and influencer channels warming hearts all over Ontario, even to a big grocery brand.