The German food concern Edeka has taken an important step in further developing the brand campaign 'Wir lieben Lebensmittel', which has been one of the favourite advertising campaigns in Germany for years. Seven years after its start Edeka has started to develop the campaign further and adjust it to current market trends and customer needs. The first visible result: a yellow heart will now symbolise Edeka's love for food. The symbol is a central element in the company's corporate design and is used in the classic communication and on the website, but also on the supermarket's gear. "The heart makes our actions more emotional and connects true love for food to Edeka automatically," according to Markus Mosa, chairman of Edeka AG.
The renewed campaign starts by placing advertising banners on busy news and food portals. Whomever clicks, is led to a web special on the Edeka website: here the customers interactively find out which fruits and vegetables grow in their region. Parallel to this a new TV advert will air at the beginning of August. Over the course of the year the brand campaign will be extended more. For instance, two more TV adverts will follow, which will be aired on all large channels.
"For us the main thing is that we connect the separate communication channels more in the future and that we use interactive possibilities," says Mosa. The goal is to build up the customer dialogue clearly, to be able to respond to current trends faster.
"For us the main thing is that we connect the separate communication channels more in the future and that we use interactive possibilities," says Mosa. The goal is to build up the customer dialogue clearly, to be able to respond to current trends faster.