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Metro launches first major advertising campaign

08.01.2010

Metro launches first major advertising campaign

"With this new, broad-based marketing campaign Metro Cash & Carry is breaking new ground", said Robert Taylor, Head of Marketing and Advertising at Metro Cash & Carry Germany. Up to now, the wholesale company had mainly addressed its advertising directly to its customers. "Now we are also presenting our company’s strengths to the general public", said Taylor. With this campaign, Metro Cash & Carry wants to win new customers from the restaurant, hotel and catering sector as well as small retailers and also consolidate the cooperation with existing customers because according to Taylor "A strong image pays off – and also translates into higher sales".

Core competences in focus

The goal of the campaign is to position Metro Cash & Carry as a competent partner who optimally supports its professional customers in their daily business. Under the slogan "Metro – Damit kann ich arbeiten" [Metro – I can work with that], the motives convey the company’s core competences like for example top quality and freshness in fruit and vegetables, fish and meat products. Another focus is on the company’s own brands which are particularly attractive in terms of price and quality. With a view to the difficult economic situation of many customers, favourable purchasing conditions currently play an especially important role. The advertising campaign therefore also supports the price offensive launched by Metro Cash & Carry at the beginning of the year: under this campaign, the prices of more than 500 core articles of daily use have been permanently reduced.

From radio spots to shopping vouchers

The motifs of the campaign are particularly convincing on the grounds of their authenticity: they do not involve professional models but real Metro customers. Some of them have been sourcing their products from the wholesale company for 40 years already. Their quotes and advices can now be seen and heard on multiple channels: the advertising media used range from radio spots to giant posters through to car stickers. The publicly visible activities will concentrate on the region of North Rhine Westphalia. They will be supplemented by nation-wide advertising materials such as newspaper ads, billboards inside the wholesale stores and direct mailings to the customers. The activities are accompanied by a series of cooperations with the media, including the tabloid newspaper BILD. The latter will soon nominate the "Best Kiosk in Düsseldorf". As an attractive "extra", Metro Cash & Carry also launches an internet raffle: At the website www.metro24.de, the wholesale company is raffling a total of 50 shopping vouchers for a value of € 1,000 each.

Metro Cash & Carry is represented in 30 countries with over 650 self-service wholesale centers. With more than 100,000 employees worldwide, the company achieved sales of € 33.1 billion in 2008. Metro Cash & Carry is a sales division of the METRO Group, one of the most important international trading companies. In 2008 the Group reached sales of € 68 billion. The company has a headcount of some 300,000 employees and operates around 2,200 stores in 33 countries. The Group’s performance is based on the strength of its sales divisions which operate independently in their respective market segment: Metro Cash & Carry – the international leader in self-service wholesale, Real hypermarkets, Media Markt and Saturn – European market leader in consumer electronics retailing, and Galeria Kaufhof department stores.

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