“If you start the day without a decent hairstyle, sometimes you’ve just spent too much time cooking.” headlines Horizont.
Edeka’s new brand campaign not only shows stories about a special breakfast, but also presents its new sound logo for the first time.
The logo – a heartbeat – developed together with Jung von Matt is not only intended to strengthen the brand claim “We love food”, but also to give Edeka better positioning in the multimedia communication landscape.
The Edeka-Group (spelling: EDEKA) is a cooperatively organized group of companies in the German retail sector. The Edeka Group comprises of Edeka Zentrale AG & Co. KG and the seven regional companies (wholesale business) and their regional operations (branches), the independent retailers organized in nine cooperatives and supplied by the regional trading companies as well as Netto Marken-Discount AG & Co. KG (Netto).
The Edeka head office holds 50% of the capital of each of the seven regional companies, while the other 50% is held by one or more regional cooperatives. The Edeka head office controls the majority of the discount chain Netto. In addition, the Edeka head office operates its own procurement organization, Edeka Fruchtkontor, primarily for fruit and vegetable imports, a wine and sparkling wine cellar and various service companies such as Edekabank AG, Edeka Verlagsgesellschaft mbH and Edeka Versicherungsdienst Vermittlungs-GmbH.
More about Sound Branding.