Gino and Lobeco are taking Denner back to its roots
In a five-part social media series produced by the Zurich-based agency Lobeco, content creator Gino Andereggen explores Denner, Switzerland’s original discount store—featuring a blind test, a job interview, and a look at real-life day-to-day operations at a Denner store.
Denner Social Media Campaign: Swissness Without the Drama
With a five-part series on Denner’s social media channels, the Zurich-based agency Lobeco is taking an unconventional approach: content creator Gino Andereggen—a well-known figure in the discount retail world—rediscovers the original Swiss discount store through the Denner social media campaign. The first episode has been live since August 17, 2026.
The series follows Gino through five episodes, each of which offers a different perspective on Denner. In the premiere episode, «Blind Test,» he discovers that Denner’s products taste better than he expected. In «Caught on Camera,» he is caught on a security camera while shopping privately at Denner—an unplanned moment that feels genuine. «Job Interview» takes him to a real Denner store, where he must take a product knowledge test and participate in a blind tasting.
From Visitor to Team Member
In «Finally Home,» Gino starts his job at Denner and feels truly at home at the Swiss discount retailer for the first time. The series concludes with «The Proof»: Denner is red and white like the Swiss flag and has stood for quality at low prices since 1860. Sara Zanon, Head of Social Media at Denner, explains the idea behind the series: «Many customers feel the same way as Gino. Why look so far afield? Good things are right here. With more than 870 locations across the country, the nearest Denner isn’t far away and is easily accessible even on foot.»
Carsten Jamrow, Creative Director at Lobeco, describes the conceptual approach this way: «We wanted »Swissness« without the drama. As a long-established company, Denner knows what makes Switzerland tick. We’re telling this story through Gino, who knows the discount segment inside and out.» And Gino Andereggen himself sums it up: “I’ve shopped abroad long enough. Now I’m looking forward to being able to post from home again.”
Lobeco is producing the Denner social media campaign in Zurich
The campaign was developed and produced by the Lobeco team in Zurich under the creative direction of Carsten Jamrow. The five episodes will be released sequentially on Denner’s channels. The first episode is on TikTok (https://vm.tiktok.com/ZGdxxSPFY/) and Instagram (https://www.instagram.com/reel/DcI4acyD44o/?igsh=dGdoeXo2a2gzM2xt) available.
Responsible at Denner: Sara Zanon (Head of Social Media), Eduardo Cardozo, Raphael Werner. Contact at Lobeco: Carsten Jamrow (Creative Director), Claudine Caviezel (Head of Lobeco Switzerland), Alessandra Smiderle (Senior Art Director), Frederik Dreier (Senior Copywriter), Gino Andereggen (Content Creator), Ege Ulec (Art Director).
