Fish used to be wrapped in newspaper when it was sold. Metro took that old behavior and turned it into a way to prove how fresh their fish is in this simple execution. Fishermen from all over Europe would wrap their day's catch in their daily newspaper before shipping out. So when it arrived in stores you'd know exactly when and where your fish was caught. I suppose it's also a great way to use up all those hard copies of newspapers. Win win.
Agency: Serviceplan Campaign Hamburg