Published on February 24, 2026
Local purchasing in the spotlight at five retailers
For a second consecutive year, Aliments du Québec is rolling out a co-advertising campaign aimed at encouraging the purchase of local foods across major grocery banners. Maxi, IGA, Metro, Super C, and Walmart have chosen to renew their participation in the initiative, reaffirming their commitment to showcasing local products to their respective customers.
Developed by CRI agence, the campaign has been tailored to each banner’s brand identity, allowing the local purchasing message to be seamlessly integrated into their universe. The advertising highlights participating retailers as destinations where it is easy to find products from right here at home.
“This campaign perfectly reflects what we have been striving for from the beginning: making local choices simple, visible, and natural for consumers. When major banners like Maxi, IGA, Metro, Super C, and Walmart commit to putting local products front and centre, the entire Québec bio-food ecosystem benefits,” said Isabelle Roy, President and CEO of Aliments du Québec.
The campaign is supported by an integrated media mix, including digital out-of-home (geotargeted billboards and bus shelters), web banners, social media presence, and a strong retail media component. By leveraging retailers’ media ecosystems—such as website banners, in-store digital screens, newsletters, and co-branded content—the strategy reaches consumers directly along their shopping journey.
“Retail media allows us to connect brand communication with purchase intent. By integrating retailers’ media platforms into the media mix, we reach consumers at the moment they are planning or doing their grocery shopping, which strengthens the impact of the local purchasing message,” explains Caroline Garneau, Director of Strategy at CRI agency.
In addition to the campaign, Aliments du Québec launched the 100% Local Quiz, a training program designed for grocery store employees. Accessible and interactive, this quiz—developed by CRI agency in collaboration with game developer Charlie Tango—aims to demystify local purchasing and improve understanding of Aliments du Québec’s certification brands.
