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The Daily Catch



METRO AG, Düsseldorf


Serviceplan/Plan.Net, Munich

Art Direction

Annika Gude

Chief Creative Officer

Alexander Schill

Creative Direction

Hendrik Schweder

Executive Creative Direction

Christoph Nann


Bernhard Labitzke, Andreas Kurhan

To demonstrate the freshness of Metro’s fish, this promotion uses the most established way to show being up-to-date: the daily newspaper, which also happens to be the traditional way to wrap fish. In cooperation with the partner fishermen, selected quantities of freshly caught fish are shipped together with the latest issue of their local newspaper. Every time a customer in the store buys a fish from that special batch, the purchase is wrapped in a page from this very newspaper. Additionally, a specially designed sticker highlights the date of the catch.

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This project can be found in the
International Yearbook Communication Design 2016/2017.