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Retail

Edeka's "Supergeil" Advert Goes Viral

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Edeka's "Supergeil" Advert Goes Viral

German supermarket chain Edeka have released a truly unique promo video which has gone viral, amassing over 3 million youtube views in just over seven days.

The one-of-a-kind video was commissioned by one of Germany's biggest food retailers, and enlists the help of the charismatic 58-year-old performance artist Freidrich Liechtenstein (pictured, bathing in milk and breakfast cereal). 

Entitled "Supergeil", the ad has been described as "sleek, sexy and double entendre-laden". Ever think you'd here such a description used for anything in the grocery sector? But of course, no description will ever do it enough justice, watch it for yourself here.

Supergeil, which translates in its more conservative form to "super-cool", follows Liechtenstein as he enjoys, in some very odd ways, the various products shoppers can find at Edeka stores.

It's proved to be a massive success. "Now people are asking me for autographs in the street," Liechtenstein (who's actual name is Hans-Holger Friedrich), told the tabloid newspaper Bild. 

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The ad was created by the Jung Von Matt agency, which has had viral successes previously with Mercedes Benz's "chicken" and a recent ad for delivery company DHL.

Edeka has shown a sense of humour in the past. Last year, the chain enjoyed similar viral success with a video about two stoners on a late-night shopping spree, riffing on various German slang. 

We here at ESM think this marketing effort ist wunderbar! Of course, the fräuleins look like they came straight out of a Robert Palmer video...“Addicted to Food”, perhaps? No? Ok then.

© 2014 - European Supermarket Magazine by Enda Dowling

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