Metro is bringing back its “mmmazing days” platform as it looks to reinforce its value proposition amid continued consumer price sensitivity.

Supported by Arrivals + Departures, the campaign returns for its third iteration after debuting in January, with shoppers expressing the “mmmazing” reaction in store. The platform is designed to position value alongside Metro’s core brand attributes of freshness and quality, rather than as a trade-off.

“It’s about reminding shoppers that great value and great food don’t have to be mutually exclusive,” says Brandon Fitzgibbon, director of marketing at Metro Ontario.

Image courtesy of Metro

The integrated campaign spans broadcast, radio, social, digital, flyer and in-store. Glassroom is behind the buy.

Earlier this year, Metro VP and CMO of digital strategy Alain Tadros, told strategy that rising price sensitivity and increased competition from discount grocers were driving the need to reinforce the banner’s value proposition.