German retailer Edeka has unveiled a major campaign for its private-label range under the tagline 'Soooo viel, soooo günstig' ('Soooo much, soooo cheap').
The campaign will focus on the "attractive price-performance ratio of private labels" in Edeka stores, the retailer said, as well as highlighting the sustainability credentials of its portfolio of store brands.
A 15-second TV spot has already been launched, featuring a young man overwhelmed by a range of Edeka private-label products. The ad will be supported by a range of in-store activities.
The campaign will also use the iconic WWF Panda to symbolise that "sustainable products do not have to cost the earth", Edeka said in a statement.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
