Creative Agency: ServicePlan
Project Type: Commercial Work
Packaging Content: Fish
To prove the freshness of METRO’s fish, we gave a new twist to an old packaging: the daily newspaper.
It is not only the most established way to prove up-to-dateness but also the traditional way to wrap fish.
For this purpose, partner fishermen sent out fresh fish with issues of their local newspaper from the day of the catch. After being shipped to METRO stores all over Europe, the fish is wrapped in this local newspaper from the source. A specially designed sticker highlights the date and proves the freshness of the fish.