EDEKA vs Morrisons

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.

Morrisons Boosts Loyalty Sales with Eagle Eye AIR

UK supermarket chain Morrisons modernized its loyalty program by partnering with Eagle Eye to deploy the Eagle Eye AIR platform. The transition replaced a legacy in-house system, enabling real-time, personalized loyalty features via point-of-sale integration. Within 18 months, loyalty-linked sales increased from 47% to 65% of total sales. The revamped 'Morrisons More Card' program introduced gamified elements, personalized offers, and expanded earning channels through partners like Amazon and Deliveroo. The success was recognized with the Customer Loyalty Programme of the Year award at the Retail Systems Awards 2026. The case study highlights lessons for retailers in the APAC region, emphasizing the importance of modern loyalty technology and real-time customer engagement.

• Morrisons implemented Eagle Eye AIR in 2023, going live 12 weeks after contract signature.
• Loyalty-linked sales increased from 47% to 65% within 18 months.
• The revamped Morrisons More Card program introduced nine new personalized and gamified loyalty features.

Morrisons News Archive - New Releases

New press releases include: Malton Morrisons becomes first UK store to hit £50,000 fundraising milestone for Marie Curie (01 Oct 2026); Morrisons launches leading European Click & Collect Locker technology in UK supermarket first (01 Oct 2026); Morrisons appoints Chief AI Officer (24 Sep 2026); Morrisons trading update for Q3 2025/26 (16 Sep 2026); Morrisons unveils 2026 Christmas range (09 Sep 2026); Morrisons partners with Instaleap to enhance online order fulfilment (08 Sep 2026); Morrisons Foundation launches 'Connecting Communities' Fund (03 Sep 2026); Morrisons guarantees unbeatable prices (24 Aug 2026); Morrisons launches 1000 new apprenticeships (20 Aug 2026); Instacart's smart trolleys available at Morrisons Preston (28 Jul 2026).

Morrisons expands price-match campaign

British supermarket chain Morrisons has retooled and expanded its price-match campaign. The retailer announced it will no longer benchmark its pricing exclusively against Aldi, signaling a broader competitive positioning in the UK grocery price war. The short report was published by Lebensmittelzeitung (DFV Mediengruppe) on August 24, 2026 and authored by Boris Dunkel.

• Morrisons has adjusted and expanded its Price-Match campaign.
• Morrisons said it will no longer orient its price-match actions exclusively toward Aldi.
• Article published on 2026-08-24 by Lebensmittelzeitung (DFV Mediengruppe), author Boris Dunkel.