| Title | THE DAILY CATCH |
| Brand | METRO |
| Product/Service | WHOLESALE COMPANY |
| Category |
E01. Food |
|
Entrant
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SERVICEPLAN Munich, GERMANY
|
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Idea Creation
|
SERVICEPLAN Munich, GERMANY
|
|
Media Placement
|
SERVICEPLAN Munich, GERMANY
|
|
Production
|
SERVICEPLAN Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Christoph Nann |
Serviceplan |
Executive Creative Director |
| Hendrik Schweder |
Serviceplan |
Creative Director |
| Bernhard Labitzke |
Serviceplan |
Copywriter |
| Andreas Kurhan |
Serviceplan |
Copywriter |
| Annika Gude |
Serviceplan |
Art Director |
| Benjamin Krause |
Serviceplan |
Art Director |
| Zillah Beese |
Serviceplan |
Art Director |
| Michael Schneider |
Serviceplan |
Geschäftsleiter Kundenberatung |
| Robin Stolp |
Serviceplan |
Account Manager |
| Philipp Koch |
Serviceplan |
Account Supervisor |
| Jens Schwengel |
Freelancer |
DoP |
| Nikolaus Grunert |
Freelancer |
Sound Design |
| Dennis Fritz |
Serviceplan |
Senior Motion Designer |
The Campaign
To show the freshness of METRO’s fish, we used the most established way to show being up-to-date: THE DAILY NEWSPAPER, which also happens to be the TRADITIONAL WAY TO WRAP FISH. Therefore, we asked our partner fishermen to ship selected quantities of freshly caught fish with the latest issues of their LOCAL newspaper. Every time a customer in the store buys a fish from that special batch, his PURCHASE IS WRAPPED IN A PAGE FROM THIS VERY NEWSPAPER. A SPECIALLY DESIGNED STICKER highlights the date of the catch. Through this clever initiative, we straightforwardly turned one of the most traditional packaging methods of fish into a PROOF OF FRESHNESS – and gave the product a clear identity.
Creative Execution
Partner fishermen ship SELECT QUANTITIES OF FRESHLY CAUGHT FISH with the LATEST ISSUES OF THEIR LOCAL newspaper to the different METRO stores. Every time a METRO customer buys a fish from that special batch, his purchase is wrapped in a page from this newspaper. A SPECIALLY DESIGNED STICKER on the wrapping holds the package together and HIGHLIGHTS THE DATE OF BOTH THE NEWSPAPER AND THE CATCH.
Indication of how successful the outcome was in the market
The result: Customers and bystanders were CONVINCED: their curiosity about THE UNSEEN PACKAGING RAISED THE PURCHASES of the selected fish. Furthermore it was not only a factual proof of freshness but also a CHANGE OF PERCEPTION: a mass product appeared as UNIQUE AND TRUSTWORTHY; a big professional supplier came off as TANGIBLE AND PERSONAL.
First and foremost, METRO is an important supplier for BUSINESS PROFESSIONALS. The primary store atmosphere is STERILE AND PROFESSIONAL. Thus, to encourage customers to connect with fresh products’ sourcing histories, we must MAKE THE PRODUCTS TANGIBLE. We use a STRAIGHTFORWARD TWIST: By using traditional packaging materials in an innovative way, we CLEVERLY SURPRISE AND INFORM our customers about product origin and date of catch, which is THE ULTIMATE PROOF OF FRESHNESS.