METRO received an award at the 2021 ICMA for the print edition of MPULSE magazine. The jury judged each entry based on a point system and ultimately selected the print edition of MPULSE magazine for its silver award in the ‘Customer magazines B2B print’ category. In their assessment, the judges noted the consistently high quality of this year’s prize-winning entries, commending the impressive standards of the design, typography and photography.
In the spring 2021 issue, METRO made sustainability/sustainable gastronomy its central theme. With this theme, the company took up key trends in the industry while also referencing the strategic focus areas of its corporate responsibility activities. In the winter 2020 issue, METRO spotlighted the changes and challenges resulting from the Covid-19 pandemic and the ‘new normal’ in people’s dealings with one another. MPULSE told stories of how people are coping with their everyday lives and the difficult decisions they have to make during the pandemic. But also stories that inspire and encourage. About teams who are working together even more closely despite being in different locations. About online wine-tasting sessions and contactless collection services. And about good deeds: free home-cooked food so the products don’t go off.
MPULSE, a magazine available both in print and online, is METRO AG’s key storytelling medium and plays an integral role in its brand development and image-building activities. The company uses this channel to tell authentic stories from all its business segments and countries that are of vital interest to its core target group: wholesale customers and restaurateurs. This storytelling approach is key. The narratives are explored from different perspectives and presented in richly varied, high-quality journalism formats such as reports, background pieces, interviews, explanatory stories and service features.