Metro Wins Big at the 2017 PAC Canadian Leadership Awards

Canadian Grocer Metro has won 10 PAC Awards for their redesigns of products in their premium private brand Irresistibles. This marks the 6thth consecutive PAC Awards Gala where Metro and their agency St. Joseph Communications has been recognized, as winners, for their brand development and packaging design. Irresistibles has also won numerous Vertex Awards over the last 4 years

The Packaging Consortium Global Leadership Awards give industry-based, peer recognition for excellence in all formats of packaging, in branding and graphic design. The winners of the competition were celebrated at the 2017 PAC Canadian Leadership Awards Gala that took place at the Mississauga Convention Centre, on May 2ndnd.

St. Joseph Communications, Content Group worked with Metro to develop packaging solutions across different lines of products for the company’s award-winning private brand, Irresistibles. The winning entries include:

  • Gold for Irresistibles Christmas Program, Brand Marketing, New Brand, Food & Beverage
  • Silver for Irresistibles Crisps, Brand Marketing, New Brand, Food & Beverage
  • Silver for Irresistibles Cookies, Brand Marketing, Revitalization, Food & Beverage
  • Silver for Irresistibles Eggnog, Brand Marketing, Revitalization, Food & Beverage
  • Silver for Irresistibles Gusto Italiano Pizza, Brand Marketing, Revitalization, Food & Beverage
  • Silver for Irresistibles Maple Products, Brand Marketing, Revitalization, Food & Beverage
  • Silver for Irresistibles Facial Tissues, Brand Marketing, Revitalization, Food & Beverage
  • Silver for Irresistibles Old Fashioned Chips, Specific Package, Flexible
  • Gold for Irresistibles European Biscuits, Specific Package, Rigid/Semi Rigid
  • Silver for Irresistibles Olive Oil, Specific Package, Rigid/Semi Rigid

“Metro is always looking to procure the best customer experience, which extends to providing excellent products and packaging. We are very proud that our Irresistibles private label packaging has been awarded 10 PAC Awards,” says Marie Horodecki-Aymes, Director, Design & Packaging at Metro Inc. “It is a pleasure to work with St. Joseph Communications a partner since 2007, who shares our dedication to creating packaging that integrates appeal, enhanced transparency, and practicality.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.