Why Edeka is focusing on humor this Christmas
Edeka is known for its heartfelt commercials during the holiday season—the retailer’s “Coming Home” campaign, for example, remains unforgettable. But that’s all over now: This year, humor takes the place of tears.
When you think of Edeka and Christmas, you think of big emotions and tears. That's over now - instead of melancholy, there's humor, and according to the retailer, that's exactly what people need in these times.
Under the motto "Celebrate Christmas however you want!", Ekeda wants to make Christmas fun and exciting. Prominent support is provided by actor Marc Hosemann, known from series such as "Die Discounter" and "Last Exit Schinkenstrasse".
Whatever you like is allowed
In his role, he really lets it rip and shows the employees how to make "the Christmas business" even better. His colleagues are less than impressed by his bizarre ideas and remain true to the Edeka promise: top advice, a wide range of products and an exclusive shopping experience. In the end, it's all about the message that anything goes around the festive season.
The campaign story is told in a TV commercial, a longer online video and various social media spots. To build up the suspense, an online teaser announced the campaign a week before the launch. The campaign will be extended via a variety of communication measures, from large posters, advertisements and flyers to all social media channels such as Facebook, Instagram, Tiktok and Snapchat. Edeka retailers are also using numerous advertising materials to promote the campaign in their stores.
