The largest fish retailer in Europe, METRO, can bring fresh fish to the stores because of the direct connection with the local fishermen. Fish still swimming today, tomorrow can go to the shop counter. To prove this promise of freshness, we developed a special packaging idea: THE DAILY CATCH. For this, we used the daily newspaper: it is the most reliable way to demonstrate the current day and at the same time the traditional packaging for the fish. In collaboration with our local fisheries partners, selected batches were sent with the corresponding local newspaper of the day. Every time a fish was sold, we surprised the clients with a special packaging - the daily newspaper of the fishing location. A sticker is used to close the packaging and indicates the fishing date. This way, we made from an old tradition the ultimate prove of freshness.