Red Dot Design Award

The Daily Catch

The Daily Catch | Red Dot Design Award

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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.

Red Dot Design Award

  • Client:
    METRO AG, Düsseldorf
  • Chief Creative Officer:
    Alexander Schill
  • Executive Creative Direction:
    Christoph Nann
  • Art Direction:
    Annika Gude
  • Design:
    Serviceplan/Plan.Net, Munich
  • Text:
    Bernhard Labitzke, Andreas Kurhan
  • Creative Direction:
    Hendrik Schweder
The Daily Catch | Red Dot Design Award