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METRO Cash & Carry Ukraine
From a fading brand for the chosen ones into a thriving brand for everyone in 2 years

RAN IN: Ukraine

CLIENT
METRO Cash & Carry Ukraine

Vadim Ishchenko, Marketing Manager, METRO Cash & Carry Ukraine
Oksana Andreyeva, Senior specialist on advertising and marketing activities, METRO Cash & Carry Ukraine

AGENCY
Ogilvy & Mather Ukraine *Lead Agency

Tatyana Dzen, Associate Creative Director, Ogilvy & Mather Ukraine
Evgeniya Dzyubenko, Associate Creative Director, Ogilvy & Mather
Alex Yavorskiy, Copywriter, Ogilvy & Mather Ukraine
Tatyana Bazhanova, Account Director, Ogilvy & Mather Ukraine
Elena Melnichenko, Account Manager, Ogilvy & Mather Ukraine


OMD Media Direction


SUMMARY

A long time ago METRO was a desired place for shopping for final costumers. But when a lot of supermarkets appeared close to door everyone forgot about Metro with cards system only for self-employed and located in remoted area. Brand opened its doors for everyone and launched new communication platform «Wholesale for all» to re-conquer costumers. During two years we were revealing that Metro added new meaning of wholesale, namely: wholesale is not only for self employed, it is for everyone; wholesale is for all life situations and begins with only 3 items; wholesale is truly low prices, and after all wholesale is joyful. As the result sales growth outpaces the category growth by 1.5 items during last two years.

CASE VIDEO


Classification: National

Language: English, Ukrainian