German retailer Edeka has launched a new promotional campaign, 'In jedem Edeka steckt ein Discounter!' ('There is a discounter in every Edeka!').
The campaign, which seeks to promote the retailer's price competitiveness, will be supported on various platforms, including TV, radio, online, point-of-sale marketing and cooperation with influencers on social media.
With the campaign, Edeka is seeking to highlight the value of its offering, particularly across its own-brand product range.
A typical Edeka store offers around 7,000 products at discount prices, the retailer said.
“The difference between discounters and full range supermarkets is about more than price, it also focuses on selection and service," commented Rolf Lange, Head of Corporate Communications at Edeka Zantrale Stiftung & Co. KG. "With these two services, Edeka has much more to offer than the competition.
"Edeka customers have known for a long time that they can save themselves a trip to the discount store."
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A new Edeka TV commercial, which the retailer launched recently, also aims to convey the campaign's promotional message.
One of the characters featured in the campaign is a fisherman who is on the hunt for a 'good catch at a discount price'.
The campaign is also being extended to the digital world, with TikTok influencers, among others, taking on the retailer's '€4 Challenge' and creating dishes on a small budget.
© 2022 European Supermarket Magazine – your source for the latest Retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: European Supermarket Magazine.