REWE: A(I)ttack of the killer tomatoes

Joel Koch, Erika Pupšytė, Blanka Backus

German supermarket REWE capitalised on the power of dynamic AI to increase purchase intent and overtake its main competitor.

Campaign details

Brand: REWEBrand owner: REWE GroupAgencies: OMD Germany, AdAlliance GmbHMarket: GermanySector: Supermarkets & grocery storesMedia channels: Product placementBudget: 5 - 10 million

Executive summary

Fresh and regional products are decisive criteria for choosing a place to shop for your groceries. Unfortunately, Edeka, German supermarket REWE's main competitor, is number-one choice. Traditional mass communication makes no impact on purchase intent for fresh and regional products, so in order to increase credibility and purchase intent, we had to show the right products in the right context. It...

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