Germany's Bünting Group has announced an overhaul of the brand image of its Combi and Famila supermarket chains.
The underlying idea behind the campaign was to give the brands a sharper profile that resonates with their northern Germany location, the company said.
'North-German Identity'
Managing director and marketing manager at Bünting, Frank Hilgenberg, said, "We place our North-German identity at the centre of our brand communication.
"It is important to us that our customers identify with our new appearance."
The new look for Famila comprises typical Nordic motifs and bright colours to emphasise the group's connection with the region.
Combi has been given a clear design with advertising messages put in a concise manner in a typical North German style.
New Advertising Campaign
The retail group has incorporated the new look in its classic advertising channels like print and billboards.
It has also invested in online advertising as well as on social networks and smart TV.
New radio and video advertisements have also been included in the brand renovation campaign.
New Sales Channels
The retailer has also invested in new sales channels to attract new customers and offer better shopping experiences.
In November of 2018, Combi launched an online shopping service with home delivery and store pick-up options.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
