Edeka : advertising & marketing assignments

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Selected Edeka & Netto advertising

Edeka is Germany's biggest food retailer by far, comprising seven regional wholesale groups and a total of around 11,430 outlets by the end of 2017, owned and run by some 3,800 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. Marktkauf is a separate chain of hypermarkets, selling an even wider range of goods. 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 Intermarché and Spain's Eroski, and now Conad of Italy and Coop Switzerland as well. In recent years, the group also began flexing its muscles in Germany to negotiate even better prices from some key suppliers. Its first target was Nestlé. A selective boycott of that company's brands led to lower wholesale prices, and a similar exercise temporarily removed more than 50 products sold by Mars, Red Bull and Heineken in the run-up to Christmas 2018. Edeka Group's gross revenues for 2017 were €55.9bn, more than €15bn higher than the domestic revenues of its nearest rival Schwarz Gruppe. 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.

Capsule checked 19th December 2018

Which agencies handle advertising for Edeka? Find out more from Adbrands Account Assignments

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Recent stories from Adbrands Update:

Adbrands Weekly Update 2nd Aug 2018: Ads of the Week: "Nettobabies". Remember those beloved Evian Babies? Looks like they grew up (a very little bit) and formed a punk band. Jung von Matt's extraordinary new spot for Netto - the discount store owned by German supermarket giant Edeka - offers a cry from the heart from every baby who has ever been forced to eat vegetables. The lyrics go something like this: "Oh no! Is that broccoli? Absolutely disgusting. I've had enough of vegetables. You can stick it where the sun don't shine!" Tough luck, kiddo. Netto's regional selection of fruit and vegetables are the best. Fabulous. 

Adbrands Weekly Update 22nd Feb 2018: German newspaper SZ reported that leading supermarket chain Edeka has threatened to stop stocking more than 160 Nestle brands in a row over pricing. Edeka, in conjunction with its buying partners Intermarche of France and Coop Switzerland, claims that Nestle offers preferential pricing to their rivals Aldi and REWE.

Adbrands Weekly Update 30th Nov 2017: Ads of the Week: "Christmas 2117". This latecomer Christmas spot from Jung von Matt for German supermarket Edeka might just be one of the best of the holiday season. Yes, it borrows influences from several other sources, not least Pixar's Wall-E movie, but still has a distinct character all its own, as well as some superb digital work. And the final sequence delivers a warm glow of joy and inclusiveness, and that, after all, is what Christmas is all about. The tag line doesn't quite work in translation, but it's something like, "Without love, it's not Christmas". First rate. Merry Christmas, one and all!

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. 

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