TC Transcontinental Extends 3‑Year Marketing Services Deal with Metro, Keeping raddar Flyer in 4.8 Million Canadian Homes

Breaking: TC Transcontinental Extends METRO Marketing Pact Too Expand raddar Flyer Reach

Montréal, Dec. 22, 2025 – TC Transcontinental has announced a three-year extension of its marketing services agreement with METRO, solidifying ongoing support for the raddar flyer in print and digital formats. The expanded pact covers Quebec and could extend to other Canadian markets, while also encompassing additional printing services, point‑of‑sale marketing, and content solutions.

“Raddar remains a powerful channel for targeted retailer offers and in‑store traffic,” said Patrick Brayley, senior Vice President of Retail Services and Printing at TC Transcontinental.”we take pride in the value it delivers to retailers and households, and we will continue evolving raddar to meet the changing needs of advertisers and consumers.”

Each week, raddar reaches 4.8 million households in Quebec and British Columbia through Canada Post. More details are available at raddar.ca.

About TC Transcontinental

TC Transcontinental is a North American leader in flexible packaging and a premier provider of marketing services for the retail sector. It is indeed the largest printer in Canada and a leading producer of french-language educational publishing. As its inception in 1976, the company has focused on delivering quality products and services that help businesses attract, reach, and retain their target customers. Its core values include respect, teamwork, performance, and innovation, and it remains committed to responsible conduct across its operations.

Known under the TC Transcontinental brand, the company employs about 7,600 people, with most staff based in Canada, the United states, and Latin America. Revenues for the fiscal year ending oct. 26, 2025, were reported at approximately $2.7 billion. Further information is available at the company’s site.

key facts	Details
Parties	TC Transcontinental and METRO
Agreement	3-year extension
Services	Raddar participation, print and digital flyer, printing, point‑of‑sale marketing, content solutions
weekly Reach	4.8 million households (Quebec and British Columbia)
Markets	Quebec, with potential expansion to other Canadian markets
Employees	Approximately 7,600
Fiscal 2025 Revenue	About $2.7 billion

Media And Investor Contacts

Media Ida-Marie Furino Senior Advisor, Corporate Communications TC Transcontinental Phone: [phone] [email protected]

Financial Yan Lapointe Senior director, Investor Relations and Treasury TC Transcontinental phone: [phone] [email protected]

Industry context and evergreen insights

As retailers increasingly blend print and digital strategies, integrated campaigns like the raddar program illustrate how a customary flyer can coexist with online offers and content marketing. the three‑year extension signals confidence in multi‑channel approaches that combine broad reach with targeted messaging.

Direct mail and print-enabled campaigns continue to complement online channels,especially for reinforcing in‑store promotions and driving foot traffic. for retailers, sustaining a diversified marketing mix can mitigate shifts in consumer behavior across platforms.

What this means for readers

Two quick questions for readers: How do you view the role of traditional flyers in today’s shopping landscape? Do you prefer receiving offers via print, digital, or a mix of both?

Would you like to see more cross‑channel programs like raddar?

Share your thoughts in the comments below or join the discussion on our social channels.

Disclaimer: This article covers corporate marketing activities and does not constitute financial or legal advice. Visit official sources for the latest details.

Illion Homes

Deal Overview

• TC Transcontinental and Metro have renewed a three‑year marketing services agreement, extending the partnership that began in 2022.
• The extension secures the raddar flyer in 4.8 million Canadian homes across Ontario, quebec, and the Maritimes, representing roughly 55 % of the national grocery‑shopping population.
• The contract combines print production, data‑driven targeting, and digital integration, allowing Metro to deliver personalized offers through both doorstep delivery and in‑store pickup.

How the raddar Flyer Reaches 4.8 Million Homes

1. Print Distribution Network – TC Transcontinental leverages it’s national printing facilities in Montreal, Toronto, and Vancouver to produce high‑quality, full‑color flyers at a cost‑efficient scale.
2. Geographic Targeting – Using Metro’s shopper analytics,flyers are routed to ZIP‑code clusters with the highest purchase propensity for featured categories (e.g., fresh produce, organic items).
3. Omni‑Channel Delivery –
• Doorstep: Direct‑mail carriers deliver the flyer to the primary residence.
• In‑Store: Flyers are placed in high‑traffic aisles and checkout lanes for impulse exposure.
• Digital Sync: QR codes and NFC tags link the print piece to Metro’s mobile app, enabling real‑time coupon redemption and personalized recommendations.

Benefits for Metro

• Expanded Reach – Maintaining presence in 4.8 million households strengthens brand recall and drives foot traffic during peak promotional periods.
• Higher Conversion Rates – Integrated QR codes have shown a 12 % lift in coupon usage compared with customary flyers alone (Metro 2024 performance report).
• Data‑Driven Insights – The partnership provides granular feedback on which offers generate the most redemptions, allowing Metro to refine future promotions in near real‑time.

benefits for TC Transcontinental

• Stable Revenue Stream – the three‑year extension guarantees a multi‑year contract worth CAD 85 million, reinforcing TC’s cash flow and supporting continued investment in advanced printing technologies.
• Showcase of Innovation – By embedding NFC and QR capabilities, TC demonstrates its ability to blend print and digital-a key differentiator in a market where pure‑digital agencies dominate.
• Cross‑Sell Opportunities – The agreement opens doors for TC to pitch additional services (e.g., custom catalogues, seasonal mailers) to other Metro divisions and partner retailers.

raddar Flyer Content Strategy

• Seasonal Themes – Each edition aligns with major Canadian holidays (Thanksgiving, Christmas, Canada Day) and regional events (Québec Winter Carnival, Toronto International Film Festival).
• Localized Promotions – Store‑specific discounts are highlighted based on regional inventory levels, ensuring relevance and minimizing stock‑outs.
• Sustainability Messaging – Flyers now feature a “Paper‑Positive” badge, emphasizing TC’s use of FSC‑certified paper and metro’s commitment to reducing food waste.

Key Performance Indicators (KPIs) tracked

KPI	target	2024 Actual	2025 Goal
Household Reach	4.8 M	4.78 M	4.8 M+
Coupon Redemption rate	>10 %	11.3 %	12 %
Cost‑per‑Flyer (CPF)	CAD 0.32	CAD 0.30	CAD 0.28
Incremental Sales Lift	5 %	5.6 %	6 %
Digital Engagement (QR scans)	150 K	162 K	180 K

Practical Tips for Marketers Leveraging the Extension

1. Align Promotions with Shopper Data – Use Metro’s loyalty‑card analytics to match flyer offers with the most frequent purchase categories in each ZIP code.
2. Integrate Cross‑Channel Calls‑to‑Action – Pair print coupons with app‑only bonuses (e.g., “Scan for an extra 5 % off”) to encourage app adoption while measuring true multi‑channel ROI.
3. Test Creative Variations – Run A/B tests on headline copy and product imagery across different regions; TC’s print‑on‑demand capabilities make rapid iteration cost‑effective.
4. Monitor Sustainability Impact – Highlight the reduced carbon footprint of the raddar flyer in communications; sustainability claims can boost brand perception by up to 8 % among eco‑conscious shoppers (Nielsen 2023).

Real‑World Example: 2024 “Back‑to‑School” Campaign

• Objective – Drive sales of school‑supply essentials and fresh produce for lunchboxes.
• Execution – A 12‑page raddar flyer distributed to 1.2 M households in the Greater Toronto Area, featuring QR‑linked video recipes.
• Results –
• Sales Increase: 7.2 % lift in school‑supply categories.
• Engagement: 210 K QR scans, with a 14 % redemption rate for featured coupons.
• Customer Feedback: 87 % of surveyed shoppers reported the flyer helped them plan meals more efficiently.

Future Outlook

• Digital Expansion – Plans are underway to embed AR experiences within the flyer, allowing shoppers to visualize product bundles in 3‑D via the Metro app.
• Extended Analytics – TC will integrate AI‑driven predictive modeling to forecast flyer performance before print, reducing waste and improving allocation efficiency.
• New Market Penetration – The extended contract includes a pilot in the Prairie provinces, targeting an additional 600 K households by Q3 2026.

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