“There’s nothing low-end about offering low prices. It’s smart.”
- Marc Fortin, Partner, Head of Global Product, Montreal
Maxi’s brand relaunch was about changing people’s perceptions. The supermarket wanted to go from being known as the most economical choice to being the most intelligent choice. Market studies conducted by lg2 showed that while Maxi had an excellent reputation when it came to price, people thought less of it in terms of freshness. When surveyed, consumers often said they were a bit embarrassed to shop at Maxi.
In order to turn embarrassment into pride, the main message evolved to focus on product freshness and Maxi’s value beyond price. The “Maxi, that’s right, Maxi” tagline reinforces the fact that shopping at Maxi is a surprisingly obvious choice. The association with Quebec’s most celebrated comedian, Martin Matte, is fresh and unexpected, allowing the brand to instantly connect with consumers on an emotional level. The content created for the recently launched Facebook page reinforces this connection using an irreverant, fresh tone. Between social media, TV spots and digital work, the campaign unforgettably communicates that Maxi is unbeatable. Period.
Why pay more elsewhere when you can find the same fresh products at Maxi? That’s the question that lg2 planted in consumers’ minds. By employing a content strategy that treats social media posts as a powerful tool that extends reach and deepens engagement, the Maxi brand now stands head and shoulders above the competition.
The message on the grocery chain’s Facebook page is loud and clear: no recipes or culinary inspiration of any kind will be shared – just low price alerts, exclusive promotions and money-saving tips – always delivered with an irrepressible sense of humour. By reminding people that there’s no reason to pay more for the same level of quality, and by using videos and GIFs that feature Martin Matte, the human embodiment of intelligent decision making, the social media content multiplies organic reach, engagement and press coverage.
Canadian food giant Loblaw is listed on the Toronto Stock Exchange (TSX: L) and owns and manages more than 1,000 supermarkets in Canada under the Provigo, Maxi and Loblaws brands. In Quebec, the Maxi brand has more than 90 stores and 23 more Maxi & Cie. When it opened its doors in 1984, Maxi’s mission was very clear: Become the food retailer in Quebec that helps consumers save the most money every day.