Eurobest

Germany’s Most Delicious Idea: 4 Hours of Food Fame

REWE MARKT, Cologne / REWE / 2022

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Overview

Background

"FOOD INNOVATION" IS THE NEW BATTLEGROUND FOR SUPERMARKETS.

Shopping is pure routine in Germany. Most people regularly buy the same products at the nearest supermarket. The only thing that can motivate them to take a detour are product innovations: The desire for variety is so great that 59% say they want to discover something new when shopping.

THOSE WHO DEMONSTRATE INNOVATION WIN CUSTOMERS. AND THOSE WHO WIN CUSTOMERS ALSO WIN AT THE CHECKOUT.

At the supermarket, what counts is the checkout. So product innovations are not only important for bringing new customers into the store in the first place, they are also a real opportunity to increase receipt value. This is true for physical stores as well as for the highly competitive growth market of new delivery services.

And here, according to surveys, REWE still has room to grow! Too few associate the supermarket with culinary innovations…

Strategy

REWE LOVES INNOVATION...

Behind the scenes, REWE has repeatedly demonstrated its flair for genuine innovations. The competence to track down innovations is anchored in the company. What many don't know: REWE is very active in the start-up scene and has presented a start-up-award in the last years.

...GERMANY LOVES START-UP-ENTERTAINMENT.

NOW WHAT IF there was a start-up-show on TV that specifically paid attention to food innovations?

WHAT IF there was a primetime show that could only be implemented with a retail partner like REWE. One that has never existed before?

WHAT IF consumers themselves could choose the winning product?

AND WHAT IF the winning product were to be exclusively shoppable at REWE?

SO: REWE BECOMES START-UP ENTERTAINMENT!

Instead of just talking about innovation in the commercial break, REWE rather searches for "Germany's Most Delicious Idea" together with the viewers of VOX, one of Germany's biggest TV stations.

Execution

WE ESCAPE THE COMMERCIAL BREAK AND DIVE RIGHT INTO PRIMETIME

REWE is looking for the next big food innovation - and 10-food-start-ups want to become "Germany's most delicious idea": The start-ups compete against each other in entertaining challenges and face 65 food-judges (real consumers and celebrities).

FOUR HOURS OF PURE START-UP-ENTERTAINMENT

Chocolate Chardonnay or Colorful Vegan Burger Patties - at prime time, viewers of German major TV-station VOX see exciting innovations competing for a big prize: national listing in all 3,600 REWE stores! In the end, the potato-doner-sausage rightly comes out on top.

AFTER THE SHOW IS BEFORE THE SHOW

The day after the broadcast, the potato-doner-sausage is exclusively on REWE's shelves and becomes a central component of the subsequent digital- and social-media-campaign. While pressreports and food-influencers celebrate REWE's flair for genuinely delicious innovations.

And the cherry-on-the-cake: The remaining nine products from the show are available via REWE delivery service.

Outcome

"GERMANY'S MOST DELICIOUS IDEA" CONQUERS GERMANY - AND CAPTIVATES OUR (TARGET) AUDIENCE.

25 million contacts on TV. 215 million earned contacts. That's 2.5x the whole of Germany. 70% of the surveyed viewers watched more than half of the show, every second even the complete four hours!

HIGHER PERCEPTION OF INNOVATION, MORE PEOPLE IN THE STORES: REWE WINS THE HEARTS OF THE VIEWERS...

26% of viewers attribute a more innovative brand image to REWE after the show. And not only that. The intention to shop at REWE increases: 62% want to make their next purchase at REWE.

...AND THEY FOLLOW UP THEIR DECLARATIONS OF INTENT WITH ACTION!

The shelves are emptied of the potato-doner-bratwurst, which is available exclusively at REWE. And Germany's most delicious idea also has effects for the delivery service: +14% traffic! And more people are using the REWE delivery service for the first time: +10% new customer share!

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Germany’s Most Delicious Idea: 4 Hours of Food Fame

REWE MARKT, Cologne

Germany’s Most Delicious Idea: 4 Hours of Food Fame

2022, REWE

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