A&P Canada hopes to catch the attention of consumers addicted to collecting Air Miles in its newest radio campaign, which just launched in Ontario.

"There is a group that's obsessed with accumulating Air Miles," says Gillian Kerr, director, conventional banner marketing for A&P, which is part of Metro Inc. "That was a bit of insight. They tend to want to find reasons to gather more Air Miles and self-justify a little when they shop."

The four radio spots feature women rationalizing buying more groceries to take advantage of the A&P 1,500 bonus miles event. The ads include lines like, "Forget date night! Have the boys over for poker. I'll make snacks," and "So, what's your ex-wife doing for the holidays?"

Kerr declined to comment on the value of the campaign, which was created by Target Marketing and Communications. This is the second project the St. John's-based agency has worked on for A&P, which has yet to name an agency of record to fill the vacancy left when Vancouver's Rethink resigned the account to work for Sobeys almost 18 months ago.

-Kathleen Martin