2018 Brand Experience & Activation


Product/ServiceREWE MARKT GMBH
Category C05. Customer Retail / In-Store Experience
Entrant THJNK Hamburg, GERMANY
Idea Creation THJNK Hamburg, GERMANY
Production SCHULZ + CO Hamburg, GERMANY
Name Company Position
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 ?

REWE has already taken on responsibility for the environment and society in the past – with the abolition of the plastic bag and sugar-reduced products. With „Collect and get fit.“ REWE proves once more, that we care about our customers. We took advantage of a current event, the 2018 Football World Cup, to do something good with the familiar mechanics of the trading card promotions. A campaign that not only made our customers happy, but also us. Because thus there was a really good reason to buy from REWE.


There are many trading card promotions in food retailing – especially for major events like the Football 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, 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

During the promotion period customers, who bought a lot of fresh fruits 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

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. Rewe presents: „Collect and get fit.“ – The first trading card promotion supporting a healthy nutrition of children. By buying the fruits and vegetabels of the week, people could fivefold their card reward.

Describe the execution

We published the campaign in our pamphlets, which have millions of published copies, at the point of sale and with posters around our markets. On our REWE recipe platform we helped and assisted the parents with kids recipes. These measures and 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 fruits and vegetables increased by multiples. „Collect and get fit.“ – a win-win situation for us and our customers.