EDEKA: Cashier Symphony

This case study describes how EDEKA – Germany's largest supermarket chain in the premium segment – won the retail communication battle during the Christmas period through viral online content.

EDEKA: Cashier Symphony

EDEKA, Germany's leading supermarket chain in the premium segment, faced its major annual business season: the Christmas season. The consequence: each and every year, during the most calm and peaceful time, an epic battle for consumers' attention arises not just among food retailers, but everywhere. In 2014, EDEKA's mission for that battle was: At first, bring on that battle and generate as much attention as possible to promote the brand. Secondly, the focus was on strengthening the young digital fan community. We won the retail communication battle and generated over 18 million views on YouTube leading up...

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