Metro Group will tomorrow (29 April) reveal plans for the launch of a marketing campaign to revive its struggling Real hypermarkets, the German retail giant has told just-food.

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With the release of its first-quarter financial results, Metro will also announce its blueprint for what is expected to be price cuts, as well as plans to strengthen its own-label brands.


A spokesperson for Metro declined to reveal specifics of the campaign when contacted today but said: “We are planning a big marketing campaign to revive our brand and there will be a change regarding our products.”


It is believed the chain intends to replace several brands with the Real banner and launch 800 private-label lines by the end of this year. A TV ad campaign will also promote reduced priced products.


Other elements of the plan are said to include the implementation of a store refit programme and improvement or disposal of underperforming stores.

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In March, Metro posted a loss of between EUR40m (US$62.7m) and EUR50m from 40 of its German stores last year.

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