EDEKA: Supergeil

This case study describes a low-budget, online video-led campaign for EDEKA, a German supermarket chain, that established a new house-brand range to lure customers who would otherwise have considered a discount supermarket.

EDEKA: Supergeil

Jung von Matt AG

EDEKA, Germany’s leading supermarket chain in the premium segment, wanted to establish a house-brand product range to win new customers from the expanding discount-supermarket segment. The label had to suggest lower prices coupled with the high quality expected of the supermarket’s assortment. In other words, the premium appeal for the original retailer brand had to persist.

We accepted the challenge and reached more than 12.6 million people through one single online video, had it featured in 362 international media reports, and even got Buzzfeed and Mashable to talk about us – despite the...

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