Moi Ontario Launch 

Overview

When looking to launch its grocery rewards program "Moi" in Ontario, Metro engaged Agnostic to help breakthrough in a saturated loyalty market.

With a seemingly never-ending news cycle of negativity, from grocery to world events, we knew what Ontario really needed in that moment was some positivity and light. We also knew that we needed to move away from loyalty language to create something bigger than our own narrative, bigger than Moi itself. 

Introducing "Celebrate Moi," a program that flipped the script from grocery and Metro to our customers, celebrating them for the incredible things they were already doing in their communities. 

Our research also showed that loyalty programs can feel complicated. So, how could we drive excitement for a campaign that delivered on both education and inspiration? Through a multi-phased approach - the first phase to build momentum alongside the paid campaign, focused on educational messaging to drive awareness and an understanding of the workings and benefits of the program. This phase leveraged paid influencer partnerships and editorial channels, focusing on relevant finance, lifestyle, and food partners and channels.

In the second phase, we introduced "Celebrate Moi!” Leveraging the insight that media and consumers were eager for heartwarming, human interest storytelling, this portion of the campaign would deliver just that, by focusing on the stories of community members doing good and celebrating them for doing so.

The result? province-wide human interst storytelling across a variety of earned, owned and paid channels driving awareness AND action for Moi with 1.2 Million program registrations in just eight weeks.