#GIVEYOURKITCHENABREAK Metro asks everyone to order Christmas dinner this time instead of cooking it themselves
The goal of the campaign: to encourage as many people as possible to order their festive meal from restaurateurs in order to escape from the difficult lockdown - Large-scale international campaign focuses consumer attention on the prospects for the restaurant trade in the Corona-shaded Christmas season
Berlin, Germany - 17 November 2020 - With the campaign "Give your kitchen a break", Metro is appealing to people to order their favorite menu from a local restaurateur or restaurant on the holidays. After everyday life with all its challenges has taken place almost exclusively within one's own four walls in the past weeks and months, the campaign now aims to give at least the local cuisine a break during the Christmas season.
Ordering the Christmas menu, after long months full of individual burdens, will not only make one's own life easier - it will also support the hospitality industry, which has been particularly hard hit by the effects of the global corona pandemic. This year, the industry has already recorded revenue losses in the high double-digit percentage range*, and numerous businesses are struggling to survive. The situation is not expected to improve in the coming months either, due to both official restrictions and increased uncertainty among guests. With this campaign, Metro wants to support its millions of restaurant, hotel and catering customers around the world.
The heart of the campaign is an emotional video that succinctly summarizes the many challenges posed by restrictions in social life. The campaign will be broadcast in up to 18 countries via various media channels such as the Internet, social media or TV. The approximately 1.20 minute long spot shows in strong images the experiences of a typical family over the past months. Its story is a reflection of the current situation in many families. Life in the lockdown reality takes place almost exclusively within the family's own four walls: Home office, home schooling, cooking, sports, etc. Good food, preparations for the holidays and quality time together often fall by the wayside in the hectic and frustrating everyday life. The core message of the video is therefore: Give your home kitchen a break and thus your family some time together by having your Christmas menu cooked by a professional. In this way you do something good for yourself and for the catering trade. "With our film we are addressing the end consumers* very emotionally and very consciously in order to give the gastronomy tangible support in the fight for its existence", explains Frank Jäniche, CEO and Managing Director Sales at METRO Germany.
Hard times for the gastronomy
As a study commissioned by Metro and conducted by the market and opinion research institute Civey shows, around 73 percent of those surveyed believe that the corona measures will have a lasting negative impact on the gastronomic landscape in Germany. Metro wants to counteract this and help the gastronomy sector. The suggestion of making the holidays more beautiful for oneself and at the same time supporting a restaurateur is intended to boost sales in the restaurant industry during the Christmas season. After all, hardly any other industry contributes as much to the diversity in our society as the gastronomy industry. "Christmas is the festival of charity. If as many people as possible also give the ailing businesses in the hospitality industry a treat by giving their kitchen a break, there will be a glimmer of hope for sales in the many small and medium-sized companies with a view to the New Year," says Christof Knop, CEO and Managing Director Finance at Metro Germany. Because currently, as the study also shows, only around 26 percent of those surveyed have had their food delivered to their homes more often. Therefore, an emotional appeal to the general population will certainly be able to contribute to improving this ratio even further.
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