In its online Christmas campaign, METRO Cash & Carry gives the gift of unexpected quality time to an unknowing restaurant owner. At the same time, the company presents itself as a strong partner that its customers can trust. Serviceplan Campaign Hamburg was responsible for the conception and implementation of this campaign and has served as the lead agency for the international wholesaler since September 2014.
Hamburg, December 16th 2016 — With the slogan “Christmas Takeover”, METRO is launching an international online Christmas spot and giving a restaurant owner in San Sebastian an extraordinary, work-free evening during this special season. Developed by Serviceplan Campaign Hamburg, the idea has a distinct climax: METRO employees surprise owner Inigo Lavado and spontaneously take over his operating kitchen so that instead of working, the chef can relax and celebrate Christmas together with his friends and family for the first time in years.
“With this campaign, we would like to focus on the countless business owners whose tireless dedication and passion ensure that Christmas is an unforgettable, relaxed celebration for all people outside the service sector every year. We are very pleased that thanks to the pooling of our core competencies, we were able to surprise and give an evening of quality time with loved ones to Inigo Lavado. In this spot, he represents all our customers who have been trusting us for decades,“ explained Philippe Palazzi, Operating Partner and Chief Marketing Officer of METRO Cash & Carry, about the idea behind the story.
The spot will play in almost 20 countries on YouTube and METRO’s website starting on December 17th and will be accompanied by Facebook posts and Tweets. It’s targeted not only towards METRO’s 21 million customers and other business owners but also tugs at the heartstrings of all viewers with its emotional theme.
An additional exceptional factor played a role in the production: the protagonists of the spot were not casted actors who followed a pre-written storyline. Rather the commercial was a controlled stunt. Thinking that a documentary was being filmed about his well-visited and loved restaurant, Spanish owner Inigo Lavado was followed for three days by a camera crew. In the “film”, he shares what a typical stressful workday looks like and provides interesting, authentic insight into what goes on behind-the-scenes at a restaurant during the turbulent Christmas season. Only his wife was in on the secret. Together with METRO, she organised the special Christmas surprise for her husband.
“With this unique campaign, we are delighted to be able to strengthen the position of METRO as a competent partner and expert who understands the needs and wishes of its customers and is able to fulfil them in a service-oriented way. The spot touches people because the story behind it is authentic.
With this campaign from METRO, we show what Christmas is all about: giving joy and spending time with those who are most important to us. This is true luxury and by no means should be taken for granted,” said Gisele Musa, Global Director Branding & Activation at METRO Cash & Carry.
“With this highly emotional Christmas spot we are proud to further contribute to the consequent transformation of METRO into a global customer-centric best brand”, stated Michael Schneider, Managing Director Serviceplan Campaign Hamburg.
For METRO AG, Gisele Musa Gomes Papenfuss (Global Director Branding & Activation), Alicja Korkosz-Foltyn (Head of Master Brand Management) and Christa Wellershoff (Head of Brand Design and Seasonal Driver) managed the campaign. For Serviceplan Campaign Hamburg, Managing Director Michael Schneider, Daniel Bremer (Account Director), Yasemin Tekne (Sr. Account Manager) along with Timm Hanebeck (Global Executive Creative Director of the Creative Board of the Serviceplan Goup), Hendrik Schweder (Creative Director) and Boris Schempp (Sr. Art Director)were responsible for the conception and implementation of the campaign. Kai Sehr, from the production company Markenfilm Crossing, directed the film. NHB is in charge for the post-production.
Since September 2014, Serviceplan Campaign has been the global, creative, lead agency for METRO Cash & Carry. METRO Cash & Carry is a leading international self-service wholesaler with around 110,000 employees at over 750 locations in 25 countries. The company generated sales of around 30 billion euros in the 2014/2015 fiscal year. At this year’s Cannes Lions International Festival of Creativity, Serviceplan and METRO won a Silver Lion for the work “The Daily Catch”.
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