While the global pandemic had already brought extremely difficult challenges to the gastronomy sector in 2020, businesses were truly endangered when the most profitable season got practically cancelled by severe restrictions and lockdowns: Christmas. Professional wholesaler METRO, whose brand purpose is to be the champion for independent businesses, saw it as their duty to act. With #GIVEYOURKITCHENABREAK the B2B wholesaler created an unusual B2C campaign, not advertising themselves, but doing everything to support their B2B customers: the millions of independent restaurants and other gastronomy businesses across the globe – stealing a piece of the festive spotlight from the big brands and giving it to those who needed it the most.

So, now it becomes obvious why a B2C Christmas film turns out to be “B2B communication”. The campaign genuinely proved METRO’s brand purpose towards its customers: the millions of independently run businesses out there.