We had to communicate EDEKA’s product variety in a memorable and entertaining way. That’s why we asked improv-musician and influencer Marc Rebillet if he is able to play an entire supermarket as a giant synthesizer. For that, Marc and ourselves composed an original song, that discovered exactly what EDEKA’s product variety sounds like. Implementing the weirdness of German food, we created not just an ad, but bit pop culture – performed on nothing less than 60.000 food products.
With over 60,000 products, EDEKA is Germany’s largest and most diverse supermarket, in which no wishes remain unfulfilled. The selection is outstanding – especially when it comes to specialties and products for different eating styles. But people seem to forget that – and buy the same things over and over again.
The brief: to remind Germany of the sheer diversity of EDEKA, with a creative implementation that sticks in the mind and lets the whole nation talk about it.
Describe the creative idea
EDEKA offers three times more products than the average German’s vocabulary. Since language can’t even comprehend EDEKAs variety, we turned to music. Our Idea: Let’s make people FEEL the endless variety they can find at EDEKA: By transforming products into music. For that, we wired up an entire supermarket into a giant synthesizer – and had it played by a crazy musician, who could even play the weirdest fruits and vegetables.
Describe the strategy
We knew that, in order to convince the ad-sceptical online community, authenticity was key. That’s why we didn’t treat Marc Rebillet like a testimonial, but a creative partner. Working together closely on composition, look and feel, we created an authentic film, that not only showcases EDKEAs variety, but appreciates Marc’s character and art, as well as his fanbase. In releasing the music video not just on corporate accounts, but Marcs own channels, we wanted to seed it as organic as possible – spending little to no media costs.
Describe the execution
We presented the idea to Marc Rebillet, knowing that he was the only person, that fitted our project both musically and charismatically. Over the next weeks, we composed an original song and worked on a visual concept. After that, we wired up an entire supermarket for shooting. On set, Marc uploaded a photo of his #Supermarc Bathrobe – leaving people speculating about what Marc was doing in Germany. A few days before release, we published a short teaser of him playing the EDEKA theme on products. #Supermarc was released on June 30 on YouTube, Facebook, Instagram, Twitter and TikTok, on both corporate channels and Marc’s personal accounts. For days, Marc engaged with fans, as well as trash talking about other supermarkets.
Describe the outcome
Not only did we get millions on views on every major social media network – 7,7M on TikTok alone, where we gained more than 2M more new followers. „#EDEKA” trended #1 on Twitter, „Schmand“ on #4. We organically made it into various subreddits such as r/funny, r/de and r/askagerman, with over 18.000 Likes on r/videos. The community produced memes, reaction videos, gifs and Spreadshirt templates, while with flooding social media with „Schmand“-Jokes. Celebrities such as Regie Watts, Fulda Borg, Daniel Thrasher, Til Schweiger and Jan Böhmermann shared our spot, along with international newspapers. When Lidl posted a picture of a Marc-clone, he told them to „fuck“ themselves, starting the – what he called – „Great German grocery wars of 2021“.