Metro Group has been presented with a Silver Lion award at the annual Cannes Lions Festival of Creativity, for its campaign 'The Daily Catch', which focused on the retailer's fresh fish sourcing.
The campaign saw partner fishermen sent out fresh fish with issues of their local newspaper from the day of the catch. After being shipped to Metro stores, the fish was wrapped in this local newspaper from the source. Daily newspaper is not only the most established way to prove up-to-dateness but also the traditional way to wrap fish.
A specially designed sticker highlighted the date and proved the freshness of the fish, while a bar code on the price tag led the customers to Metro’s traceability services.
Piloted in Italy, the campaign was acknowledged as an 'example of innovative activation in a traditional segment not known for disruptive, bold communication', Metro said in a press release.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
