EDEKA vs PENNY

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).

Penny Pimps Two Stores for YouTube Series

German discount retailer Penny had two of its stores redesigned by influencers, and it is now revealed that these renovations serve as the backdrop for a new YouTube series. The series, titled "Pimp my Penny," features influencers DJ Pünti and Leyla Heiter, and was created with the help of social media agency Charles & Charlotte. The stores were used as filming locations, showcasing the transformed retail spaces. The initiative highlights Penny's creative marketing approach, integrating influencer culture and entertainment into its brand strategy. Details on the series' release and format are limited due to paywall restrictions.

• Penny had two stores redesigned by influencers as part of a marketing campaign.
• The renovated stores serve as the backdrop for a new YouTube series titled 'Pimp my Penny'.
• The series features influencers DJ Pünti and Leyla Heiter.

Penny Rewards Funny TikTok Comments with Shopping Vouchers

German discount supermarket chain Penny has launched an interactive TikTok campaign called 'Comment Coupons' to reward users who post particularly funny and creative comments on its videos. Running from June 1 to the end of September, the campaign uses a proprietary AI scoring system to evaluate comments based on community resonance and content relevance, assigning voucher values of 10, 25, or 50 euros. So far, over 4,000 comments have been rewarded with a total of 45,000 euros in vouchers. The campaign was developed by lead creative agency Saint Elmo's, with social media execution by Charles & Charlotte, media planning by Pion3ers, and AI support from Plan.Net Belgium. Digital out-of-home billboards in eight German cities also displayed rewarded comments. The initiative aims to strengthen Penny's brand platform 'Echte Freude' (Real Joy).

• Penny launched the 'Comment Coupons' campaign on June 1, running until end of September.
• The campaign rewards funny TikTok comments with vouchers worth up to 50 euros.
• Over 4,000 comments have been rewarded with a total of 45,000 euros in vouchers.

PENNY eröffnet nächsten Influencer-Markt

David Puentez gestaltet „seinen“ PENNY Markt im Club-Style in Hamburg Borgfelde