EDEKA vs Lidl

Top 20 German Advertisers September: Rewe, Kaufland Outspend Edeka

In September 2026, German TV advertisers saw a recovery after months of decline, with gross ad spending reaching nearly €3.4 billion across TV, cinema, print, OOH, and radio. The top 20 advertiser ranking reveals that retail chains Rewe and Kaufland significantly increased their advertising budgets, outpacing competitor Edeka, which reduced its spending. Major advertisers like Procter & Gamble, Deutsche Telekom, and Volkswagen also boosted their ad investments, contributing to the overall market growth. The data, compiled by the TV marketing alliances Seven.One Media and Ad Alliance, underscores a rebound in traditional media advertising, although the full article with detailed rankings is behind a paywall.

• German TV advertising market recovered in September 2026 after previous declines.
• Gross ad spending in September reached nearly €3.4 billion across TV, cinema, print, OOH, and radio.
• Rewe and Kaufland increased ad budgets, surpassing Edeka which reduced spending.

Edeka Transfers 35 Teo Stores to Yobsti

German retail group Edeka is transferring 35 former Teo smart stores to Yobsti, a Mannheim-based smart-store operator. The stores were originally acquired by Edeka through its takeover of Tegut. The deal significantly expands Yobsti's network of automated, cashierless stores. Edeka is thus divesting nearly all of the Teo locations it had taken over from the Tegut deal. The move comes amid ongoing integration efforts of Tegut into Edeka's operations and follows legal challenges from competitors. The transfer is seen as a strategic move to focus on core operations while enabling a specialized operator to manage the smart-store format.

• Edeka transfers 35 Teo stores to Yobsti.
• Yobsti is a smart-store operator based in Mannheim.
• The stores were acquired by Edeka through the Tegut takeover.

Toothpick Startup's Founder Locks Himself in Edeka Store

Pick'em, a German startup selling flavored toothpicks, has launched a viral marketing stunt. Co-founder Folkert Bowler locked himself in a glass box inside an Edeka supermarket and is live-streaming the event. The campaign follows a previous viral moment in 2025 when the startup secured actor Ryan Reynolds as a testimonial at an event. The article details the stunt and its context but is partially behind a paywall, with only introductory content visible.

• Pick'em co-founder Folkert Bowler locked himself in a glass box in an Edeka store as a viral marketing stunt.
• The event is being live-streamed.
• In 2025, Pick'em gained attention by securing Ryan Reynolds as a brand ambassador at an event.

Lidl feiert Richtfest für zukunftsfähiges Verwaltungs- und Warenverteilzentrum in Kirchheim unter Teck

Nur ein Jahr nach dem Spatenstich feiert der Lebensmitteleinzelhändler am 14. Oktober 2026 gemeinsam mit dem Oberbürgermeister der Stadt Kirchheim unter Teck, Dr. Pascal Bader, das Richtfest für den...

Lidl opens pop-up travel agency for latest croissant creation

Lidl is capitalizing on its viral croissant trend by opening a temporary pop-up travel agency in Berlin on October 17. The event, named 'Lidlton Reisen,' is located at Torstraße 101 and will feature influencer Riton, who has become the 'Head of Croissant' for Lidl's social media campaigns. Attendees can receive free neck pillows shaped like croissants, which contain digital coupons for the Lidl Plus app, and some boxes include travel vouchers for a trip to Paris. The campaign, running across Europe and the US, was developed by Jung von Matt, with local market variations produced by other agencies.

• Lidl opens pop-up travel agency 'Lidlton Reisen' in Berlin on October 17.
• The event features influencer Riton, known as 'Head of Croissant'.
• Free croissant-shaped neck pillows contain Lidl Plus app coupons.

“Lidl im Dialog”: Gesündere Wahl leicht gemacht - Die Möglichkeiten des “Nudging” beim Einkauf

Unter dem Titel „The Power of Nudging“ hat Lidl in Deutschland am 13. Oktober 2026 in das Berliner Telegraphenamt eingeladen. Im Rahmen der etablierten Veranstaltungsreihe „Lidl im Dialog“...