METRO is Europe’s biggest supplier of fresh fish. Thanks to its direct connection to fishermen, METRO can deliver its fish in THE SHORTEST POSSIBLE TIME – fish swimming in the sea one day can be in the store on the next. The brief was to create a way for METRO customers to INSTANTLY RECOGNIZE THE FRESHNESS of METRO’s fish – and to ENHANCE CUSTOMER ENGAGEMENT with the product by USING METRO’S TRACEABILITY SERVICES like the METRO PRO TRACE app.

During the 4-week promotion from April to May, partner fishermen ship SELECTED 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.