How brand communication turns a wholesaler into a global service provider
METRO is still perceived as a classic wholesaler. The brand has evolved over the years and, with a wide range of professional services - from the best cold chain in Europe to free digital offers - helps more than 25 million independent traders from 23 countries to achieve sustainable business success. Our task now was to change the global brand perception accordingly.
But one thing at a time. First of all, services are made for people: And that is why our customers were at the centre of the brand campaign launched in 2018. In 2020 it was time to take the next step and show what exactly METRO has to offer its customers.
The challenge: how can we focus on complex and professional services without diluting METRO's traditional competencies and the recently established customer proximity?
The solution: we always put the services offered in relation to their advantages for the customer and communicate the whole thing under a confident campaign message:
WE REDEFINE WHAT WHOLESALE CAN DO FOR YOU.
METRO is positioning itself as a future-oriented market leader and service provider in the B2B wholesale segment across all media and in 23 countries.
Whether film, print, direct or digital - independent entrepreneurs are not only convincingly addressed here, but also put in focus in words and pictures. So the heroes of entrepreneurship are also the heroes of our brand campaign.
A further proof of the existing brand claim of METRO:
YOUR SUCCESS IS OUR BUSINESS