Edeka has launched a campaign called "Soooo viel, soooo günstig" (Soooo much, soooo cheap) to promote its private label ranges.
Promoting price-quality relationship
A short TV advertisement is at the heart of the multimedia campaign which runs across stores and social media. The advert features a man in an Edeka store who is surprised by the diversity of private label ranges. The campaign uses the WWF's panda logo to indicate that sustainable products do not have to be expensive.
Ties in with current trends in Germany
On a research trip to Germany at the end of 2015, we identified three key trends: organic products, vegetarianism and veganism, and convenient meal solutions. Private label development in these areas is really picking up, particularly from the market leaders Edeka and Rewe, but also with some activity from the discounters. Suppliers must create brand differentiation and expand their ranges to take advantage of growing trends.
Find out more about the trends...
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