Edeka launches new campaign to promote regional products

By: Trademagazin editor Date: 2025. 05. 05. 09:13

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In Germany, Edeka has launched a new advertising campaign focusing on the retailer’s fresh produce counters and regionally produced products. The German supermarket chain is using the campaign to differentiate itself from its competitors, particularly in its fresh meat-based grill range.

The campaign features a television commercial that presents the regional offer available at fresh food counters with ‘charming humour’. Outdoor advertising under the slogan ‘RegioNah’, as well as social media activities and content on the company’s website, will support this message.

According to Markus Mosa, Chairman of Edeka’s Central Management Board, no other retail chain is as committed to regionality as Edeka. According to the company’s own figures, around 30% of its products come from local and regional producers, mostly farmers. According to Mosa, the regional products available at the fresh food counters are Edeka’s main differentiator, especially from competitors that use only a self-service system.

Edeka points out that almost all fresh meat and meat products come from Germany, and often directly from farmers in the region where the shop is located. In addition, the retailer has been expanding its range for several years to include products with higher animal welfare standards and organic certification.