The campaign, which launches tomorrow, aims to draw attention to the newspaper's advertising opportunities, including glossy wraps, tactical ads, web peels, lenticular ads and silver ink ads.
Metro is distributing 230 Metro branded Dualit toasters to senior agency figures, which will be accompanied by two toast-shaped hardback books titled 'Fresh Out' and 'Fresh In'.
The books will detail the paper's advertising opportunities and feature its most recent paper and online creative ads, highlighting various brands that have advertised within Metro.
Metro will send the books, packaged in branded sandwich bags, to a further 2,000 creative and media agency contacts. The recipients will have the chance to win one of 20 additional Dualit toasters.
The campaign, designed in conjunction with VCCP, coincides with a series of meetings between Metro's planning team and national creative agencies.
Abi Slater, Metro's head of marketing, said: "The 'Metro Creates' campaign is designed to illustrate that Metro is the market leader in finding diverse, original solutions for advertisers.
"We want to encourage creatives to use Metro's expertise early on in the creative process to find the best possible solutions for their clients."