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METRO | Chef

Case

For more than 10 years the CHEF content platform has focused on the top and mid-level segments among METRO’s horeca clients. CHEF is based on an integrated approach and within a broader content marketing strategy. Within the brand narrative‘You & METRO’ CHEF’s main focus is on the chef as an organizer, a host(ess), a cook and a business manager.

Client

Metro Cash & Carry Belgium is part of the Metro Group, the third largest chain store in the world. Ever since 2003, Belgium has Metro stores, next to the already existing Makro stores. The entrance to Metro stores is reserved for professionals of the food service industry. On a surface of 5,000 m2 and with a team of approximately 50 collaborators, Metro offers an exclusive formula for professionals of the food service industry: a unique concept with one-stop shopping.

 

Concept
  • Loyalty magazine for the food professional and customer of the METRO stores
  • Proposed in addition to – and differentiating from – the promotional leaflets the target group already receives
  • Modern presentation and inspirational photography
  • Advertising possibilities for external advertisers, see technical sheet
  • Additional rich content on the website and social media

 

Objectives
  • To explain the service and quality guarantees of the METRO concept 
  • To inspire through interviews, visits to restaurants, background information, the newest trends,…
  • To reinforce the image of METRO as professional partner
  • To build a community between METRO-customers
  • A support tool for prospection

 

Technical specifications
  • Frequency: 5 times a year
  • Circulation: 30.000 copies NL – FR
  • Average size: 48 pages
  • Distribution: By mail and in the Metro stores
  • Target group: professionals of the food service industry
  • First edition: 2006

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