The global COVID-19 pandemic has already led to high revenue losses in the hospitality industry this year. No real recovery is expected in the coming months either, due to continuing restrictions. To support its partners and clients in the food service industry, METRO is launching an extensive TV and digital campaign aimed at consumers. The idea and implementation of the Christmas film was developed by METRO’s global creative agency, Serviceplan Campaign Hamburg.
The objective of the global “Give your kitchen a break” campaign, is to encourage as many people as possible to order their favorite menu for this year’s festive season at a restaurant near them. Following recent months, during which daily life – including all its new and old challenges – has taken place in people’s homes for most of the time, now at least the kitchen at home gets a break.
Gisele Musa, VP / Global Director Branding METRO commented: “#GiveYourKitchenABreak is another proof of our brand purpose, of how we are championing independent gastronomy in every possible way. Usually our communication is targeted for business people, but this time we stretched our audience, also in terms of media spent, to connect with the general public. Because of the pandemic, the gastronomy business is having the hardest time ever; but also people are fed up with their lockdown home situation. And this was the insight to send out an invitation to the whole society to play a role, to show their support while enjoying giving their kitchen a break by ordering Christmas menu from independent restaurants. It allows gastronomy to keep serving and people can still enjoy all the choices around them. A perfect combination for this special Christmas.”
At the center of the campaign is a film that will be used internationally on TV and online. The video describes the every-day-life of a regular family during recent months. The featured family´s story mirrors the current situation of many families: during lockdown life solely takes place in one´s own home: home-office, home-schooling, cooking meals or doing online gym classes at home.
Enjoying nice food, making preparations for the festive season and spending quality time together often fall short because of the challenges faced during everyday life during this unprecedented pandemic. So, to make life easier at Christmas, instead of cooking your own food, the festive menu is ordered and delivered by a nearby restaurant.
“Christmas is the season of joy. That’s what we want to focus on in our campaign film – on the one hand, the joy within the family, which creates time for relaxing and spending time together through taking a break in the kitchen, while at the same time doing a good deed and supporting independent restaurants,” says Michael Schneider, Managing Director of Serviceplan Campaign Hamburg.