REWE – COLLECT AND GET FIT.
| Title | REWE – COLLECT AND GET FIT. |
| Brand | REWE – COLLECT AND GET FIT. |
| Product/Service | REWE MARKT GMBH |
| Category |
A12. Corporate Social Responsibility (CSR) / Corporate Image |
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Entrant
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THJNK Hamburg, GERMANY
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Idea Creation
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THJNK Hamburg, GERMANY
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Production
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SCHULZ + CO Hamburg, GERMANY
|
Credits
| Armin Jochum |
thjnk AG |
CCO |
| Michael Ohanian |
thjnk Hamburg GmbH |
Managing Director Creation |
| Paul Carrera |
thjnk Hamburg GmbH |
Creative Director |
| Thimon Machatzke |
thjnk Hamburg GmbH |
Creative Director |
| Nicola Wettern |
thjnk Hamburg GmbH |
Art Director |
| Swenja Krosien |
thjnk AG |
Agency Executive Producer |
| Max Seidler |
thjnk Hamburg GmbH |
Senior Copywriter |
| Melanie Kaiser |
thjnk Hamburg GmbH |
Junior Copywriting |
| Alina Reckendorf |
thjnk Hamburg GmbH |
Account Manager |
| Juan Camilo Hernandez |
thjnk AG |
Editor / Cameraman |
Why is this work relevant for Brand Experience & Activation ?
Folgt
Background
There are many trading card promotions in food retailing – especially for major events like the FIFA World Cup. The perfidy: These promotions aim at children and are almost always attached to unhealthy products such as sweets.
Rewe, Germany's second largest supermarket chain, is committed to a healthy nutrition of it’s customers. For example, at the beginning of 2018, the sugar content of more than 100 own-brand products was drastically reduced.
Describe the creative idea
Rewe presents: "Collect and get fit." – the first trading card promotion supporting a healthy nutrition of children.
During the promotion period customers, who bought a lot of fresh fruit and vegetables, were also given a particularly large number of exclusive DFB trading cards featuring the stars of the German national team.
Describe the strategy
That's why we used our trading card promotion for the 2018 FIFA World Cup to prove once more, that we care about the health of our customers – especially our small ones.
Describe the execution
OOH posters, social media, POS measures as well as a cooperation with the famous football coach and REWE market operator Holger Stanislawski made our customers curious about the campaign.
List the results
A small measure with a big impact. Shortly after the start of the World Cup our trading cards were sold out and the sales of fruit and vegetables increased by multiples.
"Collect and get fit." – a win-win situation for us and our customers.