Unique, just like ADEG shopkeepers.
Challenge
Standardised processes and a fixed product range usually leave little room for individuality and regionality in food retail. At ADEG, things are different.
Thanks to a flexible system, independent ADEG retailers can design their stores entirely according to their own tastes. Speaking of taste: naturally, the unique regions with their culinary treasures also have a lot to do with what ends up on the tables – and thus in the product range – of different parts of Austria. This uniqueness was to be the motto for ADEG's new annual communication campaign.
Like the country, so the merchants.
Solution
The markets of our merchants are as unique as the regions they are located in – because every place and every corner has its own characteristics. And so we brought this uniqueness to the fore: in three charmingly authentic TV commercials, we gave merchants from Carinthia, Upper Austria and Salzburg the opportunity to tell their own stories about what makes them, their region and their ADEG market so unique.
These special features also found their way into flyers, at the POS, on social media, online and on the website.
‘The campaign unites what sets all ADEG stores apart: their regional uniqueness.’
Creative Director
Wien Nord Serviceplan
Key Takeaways
#1
Merchants give the market an individual touch.
#2
Different merchants demonstrate diversity.
#3
Businesspeople are as unique as their region.
