METRO, The Daily Catch
METRO Cash & Carry
Issue 40 | September 2016
Agency
serviceplan Hamburg
Creative Team
Chief Creative Officer Alexander Schill Copywriter Andreas Kurhan Executive Creative Director Christoph Nann Creative Director Hendrik Schweder Copywriter Bernhard Labitzke Art Directors Benjamin Krause Zillah Beese Annika Gude
Production Team
Production Company serviceplan, Munich Director Jens Schwengel Music Producer Nikolaus Grunert Senior Motion Designer Dennis Fritz
Other Credits
Media/PR Serviceplan, Munich Account Supervisors Michael Schneider Daniel Bremer Philipp Koch Robin Stolp
Date
March 2016
Background
German food wholesaler METRO Cash and Carry operates in a highly competitive market, supplying professional chefs and catering businesses.
For them, provenance and freshness are critical factors in winning their trust.
One of Europe's largest wholesalers of fresh fish, METRO has direct relationships with many fishing fleets who can deliver their catch overnight.
They wanted to demonstrate the freshness of their fish and highlight their traceability services.
Idea
There's a time-honoured way to serve fish. Wrapped in a daily newspaper.
This also happens to be a simple way to demonstrate both provenance and freshness.
METRO asked its European fishing partners to ship selected quantities of their fish along with that day's issue of their local newspaper.
Every time a customer in the store bought a fish from that special batch, their purchase was wrapped in a page from the newspaper – a physical reminder of where it came from and when it was shipped.
A specially designed sticker highlighted the date of the catch while a call-to-action sticker on the weight receipt promoted the traceability app.
Results
METRO says that during the four-week promotion its tracing app was downloaded 'countless' times, while customer interaction with sourcing and provenance increased.
Our Thoughts
Forget fish and chips as a combination made in heaven. Fish and newspapers is where it's at.
And a local, timely edition of the newspaper from the source of the fish is the best way to demonstrate how very fresh the fish is.
This idea required a fair bit of organisation.
Boat captains, the fish packers on the quayside and the distributors all had to play their part. But then, why wouldn't they?
This idea is a demonstration not just of the freshness of Metro's fish but of the entire industry's dedication to quality.
You buy mackerel wrapped in yesterday's Le Télégramme Concarneau, and you know where it came from as well as when it was caught. Hey, you also get something to read on the bus.