Campaign details
Brand: REWEBrand owner: REWE GroupAgencies: OMD Germany, AdAlliance GmbHMarket: GermanySector: Supermarkets & grocery storesMedia channels: Product placementBudget: 5 - 10 million
Executive summary
Fresh and regional products are decisive criteria for choosing a place to shop for your groceries. Unfortunately, Edeka, German supermarket REWE's main competitor, is number-one choice. Traditional mass communication makes no impact on purchase intent for fresh and regional products, so in order to increase credibility and purchase intent, we had to show the right products in the right context. It...