Brother vs EDEKA

Brother Announces Support for Nepal Flood Relief and Recognition in IDC MarketScape

Brother's news page now features a September 18, 2026 announcement about support for Nepal flood relief, and a September 16, 2026 announcement that Brother was named a 'Leader' in the IDC MarketScape for Sustainability Programs and Services Hardcopy for the second time.

Lidl, Edeka, Rewe Counter Aldi's Anti-App Campaign on TV

Aldi's advertising campaign criticizing discount apps has triggered a counter-offensive from competitors Lidl, Edeka, and Rewe, which are now responding in TV commercials. The campaign, created by agency Antoni99, positions Aldi as the sole price leader and casts doubt on rivals' customer loyalty tools. Lidl is leading the counter-response, while Rewe and Edeka are also engaging in damage control. The article likely includes details on the advertising spend and strategic implications for the German grocery retail market.

• Aldi launched a campaign against discount apps, created by agency Antoni99.
• Lidl, Edeka, and Rewe are responding with TV advertising campaigns.
• The article provides an exclusive analysis of the advertising spend involved.

Edeka's Giant Broccoli T-Rex at Potsdamer Platz to Boost Frozen Food

German supermarket chain Edeka launched an out-of-home (OOH) advertising campaign at Potsdamer Platz in Berlin, featuring a giant T-Rex made of broccoli to promote its frozen vegetable products. The campaign, titled 'Survival of the Frischest' (Survival of the Freshest), aims to challenge negative perceptions about frozen fruits and vegetables, positioning them as equal in quality to fresh produce. The eye-catching installation is designed to draw attention in the capital and dispel the misconception that frozen goods are inferior. The article about this campaign was authored by Marco Saal and published on September 11, 2026.

• Edeka launched an OOH campaign at Potsdamer Platz, Berlin, featuring a giant T-Rex made of broccoli.
• The campaign is titled 'Survival of the Frischest'.
• The goal is to improve the image of frozen fruits and vegetables and dispel prejudices about their quality.

Edeka Refreshes Low-Price Brand Image

Edeka is updating its entry-price private label Gut & Günstig by adding a new red seal intended to signal price competitiveness with discount retailers and draw more customer traffic to its stores. The change is presented as a packaging/brand-image move to strengthen the private-label’s standing versus discounters. The article was written by Janine Hofmann and published by Lebensmittelzeitung (DFV Mediengruppe) on 2026-08-21.

• Edeka is updating its entry-price private label Gut & Günstig with a new red seal on packaging.
• The red seal is intended to communicate that Gut & Günstig can compete with discount retailers on price and to increase store footfall.
• Article author: Janine Hofmann; publisher: Lebensmittelzeitung (DFV Mediengruppe).