REWE (pronounced "ree-ver") is one of Europe's biggest grocery retailers, with more than 15,300 owned or affiliated cooperative outlets in Germany and other markets across the region including Austria and several Central & Eastern European countries. The group is Germany's second largest food retailer after Edeka with around 15% local share, but is also involved in several other retail sectors. The main REWE supermarket chain is partnered by discount giant Penny - a keen rival to Aldi and Lidl in Germany and other markets - as well as other full-range supermarket banners including Billa in several countries including Austria and Bulgaria, and Merkur and Adeg in Austria. Toom is a separate DIY and home improvement chain, and the group operates Bipa pharmacies in Austria and Croatia. It also has a major presence in the travel & tourism market through package holiday operators including DER Touristik and ITS and agencies including Kuoni and Atlas Reisen. Combined systemwide revenues for 2017 were €57.8bn, including almost €42bn in Germany. Lionel Souque succeeded Alain Caparros as CEO in 2017. The group was formed in 1927 from the merger of 17 separate grocery cooperatives across Germany. Additional co-ops joined the group over the following years and after 1990 REWE began to expand into international markets, mainly through acquisitions such as Austria's Billa supermarket chain. 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.
Capsule checked 15th August 2018
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Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 19th Jul 2018: Ads of the Week "Good For You. And For Your Region". When it comes to supermarket advertising, the simple approach often works best. Here's a fine spot from WPP-owned Thjnk for REWE, one of Germany's biggest grocery chains: 'Good For You. And Your Region'. Lovely photography is enhanced by some very clever digital effects to blend the different shots into one another. That sweater-to-forest wipe is especially good. The idea is to give a special push to Germany's regional producers; that's an approach that has long been productive for France's Leclerc, and has recently been adopted by Morrisons of the UK as well.
Adbrands Weekly Update 9th Nov 2017: Ads of the Week "The Long Path". Trust the Germans to come up with a completely different approach to Christmas ads. Serviceplan's excellent new film for discount retailer Penny will have you gripped, we guarantee. Despite its moody tone and the lack of tinsel, it has a powerful and compelling message to make about the forthcoming holiday season. And you may be surprised by the wholly unexpected laugh out loud punchline.
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