With up to 60,000 products, EDEKA is Germany’s largest and most diverse supermarket, in which no wishes remain unfulfilled. The selection is outstanding – especially when it comes to specialties and products for different eating styles. But people seem to forget that, buying the same things over and over again. The brief: to remind Germany of the sheer diversity of EDEKA, with a creative implementation that sticks in the mind and lets the whole nation talk about it.

EDEKA offers three times more products than the average German’s vocabulary. Since language can’t even comprehend EDEKAs variety, we turned to music. Our Idea: Let’s make people FEEL EDEKAs endless variety – its shapes, colors and tastes – by transforming products into music. For that, we wired up an entire supermarket into a giant synthesizer – and had it played by a crazy musician, who could even play the weirdest fruits and vegetables: Artist and professional weirdo Marc Rebillet.

We knew that, in order to convince the ad-sceptical online community, authenticity was key. That’s why we did’t treat Marc Rebillet like a testimonial, but a creative partner. Working closely together on composition, look and feel, we created an authentic film, that not only showcases EDKEAs variety, but appreciates Marc’s character and art, as well as his fanbase. By implementing an especially weird German sour cream called „Schmand“, we wanted to improve the target group’s identification, giving them a strong reason to share and meme the sequence.

We seeded the project organically, with Marc posting a photo in his bathrobe on twitter, instagram and in his very own subreddit. A few days before release, we published a short teaser of Marc playing the EDEKA jingle on products in his hotel room. The music video aired on all major social media platforms and on Marcs own twitter channel. With, gifs, memes and behind the scenes footage we provided additional content to keep the momentum alive. Marc reacted to tweets, memes and comments, even picking fights with rival supermarkets LIDL and Penny – creating an authentic brand experience.

We received close to 20M views on every major social media network – along 2M new followers on TikTok. „#EDEKA” trended #1 on Twitter, „Schmand“ on #4. We organically made it into various subreddits such as r/funny, r/de and r/askagerman, with over 18.000 Likes on r/videos. The community produced memes, reaction videos, gifs and Spreadshirt templates, along with flooding our competitors with „Schmand“-Jokes. They were also freely discussing how many products were probably offered in their local Edeka. Celebrities such as Regie Watts, Fulda Borg, Daniel Thrasher, Til Schweiger and Jan Böhmermann shared our spot, along with national and international media outlets. Marcs engagement with fans and competitors led to even more schadenfreude and interaction, with people still commenting „Schmand“-related posts online months later.