Edeka Gruppe (Germany)
Edeka is Germany's biggest food retailer by far, comprising seven regional wholesale groups and a total of almost 11,900 outlets by the end of 2016, owned and run by some 4,000 independent operators. The total includes around 370 supermarkets finally acquired in 2016 from rival Tengelmann, two years after the purchase was agreed. (Edeka was obliged to offload some Kaiser's-branded stores to rival REWE which had launched a legal challenge to the original deal). The group also has a substantial presence in the discount segment as local licensee for the Netto brand - the German #3 in this sector behind Aldi and Lidl - and operates cash & carry warehouses under the E C+C banner as well as an estate of SPAR Express convenience stores. Unlike rivals REWE, Aldi or Schwarz Gruppe, Edeka now operates almost exclusively in Germany, though it is also a key member of international wholesale alliance Alidis, whose other members include France's Intermarche and Spain's Eroski, and now Conad of Italy and Coop Switzerland as well. Edeka's gross revenues for 2015 were E53bn. Markus Mosa is CEO. The business was originally created in 1898 as the Einkaufsgenossenschaft der Kolonialwarenhaendler, or "purchasing cooperative for colonial goods". This was abbreviated to EdK, and later Edeka. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 19th January 2017
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 24th Aug 2017: Ads of the Week: "How Panda Are You?". Here's another great campaign from Jung von Matt for leading German supermarket Edeka, this time celebrating the store's tie-up with the WWF to promote conservation and environmental issues. "How Panda Are You?" is the idea - and JvM take that creative concept at face value, quite literally in fact. You might not grasp what's going on until the final frame - it's a reference to the WWF logo of course - but this is a charming idea. Even if it's a shame we don't get to see the full Panda, so to speak. German advertising can often be a little basic on the creative side, but JvM is one agency we can always rely on to go above and beyond the general standard.
Adbrands Weekly Update 17th Aug 2017: Ads of the Week: "Men Of Fire". We originally spotted this superb ad from Jung von Matt for supermarket Edeka a few months ago, but only in a horrendously over-dubbed version for German-speaking markets. We can't understand why an ad would be written and filmed in English with such care and attention, only to be badly lip-synced into another language for its main market. Such a waste of great work. Finally, though, someone has released the original English language version and it's too good to miss, especially its original mock-Shakespearean ode to the joys of grilled meat. Recognise the unusual-looking lead? That's British actor Christopher Fairbank, and an excellent job he does too.
Adbrands Weekly Update 16th Feb 2017: Ads of the Week: "Eatkarus". It's not often we'd name an ad from Germany as the best we've seen this week (and probably also this month), but the latest from Jung von Matt for supermarket giant Edeka is just superb, with the subtlety and wit that is often lacking in that country's advertising. Especially impressive is the blend of Tim Burtonesque grotesque - which grabs you right from the opening shot - with emotional warmth and a very sound healthy eating message. It's uplifting in every way in fact. Great makeup effects too. Fine work.
Adbrands Weekly Update 16th Jun 2016: Ads of the Week: "Cat Supermarket". German agency Jung von Matt has a reputation for big ideas and cutting-edge imagination; but you know everyone needs to take time off and kick back now and again. Their truly insane viral for Edeka's discount supermarket Netto abandons all restraints boldly goes where few ads have dared to go before. Yes, it's a supermarket for cats. Because we all know that's what makes the internet go round. Get ready to go "Aaaahhhhh!" Resistance is futile.
Adbrands Weekly Update 3rd Dec 2015: Ads of the Week: "Homecoming". More great Christmas ads this week, and one of the best we've seen so far comes from Germany, not always the most creative of ad markets. However, Jung von Matt's seasonal spot for top grocer Edeka is excellent. It tackles the same theme as John Lewis's Xmas ad - the loneliness of the elderly at this time of year - but does so with a lot more imagination and less absurdity, plus a sizeable helping of of dark humour. It's already been a huge success in the domestic market, and rightly so, notching up more than 26m YouTube views in a week.
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