Improv-Musician Marc Rebillet celebrates EDEKAs variety – by playing an entire supermarket like a giant synthesizer. He starts in the fruits and vegetable section, wearing nothing but a #SUPERMARC-Bathrobe. He wires up pitayas and zucchinis, carefully playing the first notes. Looping more and more products into his song, Marc realizes, that he forgot his shopping list, so he just decides to buy: Everything.

The song explodes. Marc jumps through the store, playing every product in reach – from cans and cheeses to pasta, covered in jello. When he realizes he forgot the „SCHMAND“, an obscure German sour cream, he aggressively searches through the entire market, until an EDEKA employee comes to the rescue. In the end, Marc and EDEKA celebrate everything they have — with everything they got.

EDEKA has a history of weird Supermarket Anthems: starting with Friedrich Lichtensteins „Supergeil“ in 2014. Over the last years, our competitors tried to chime in with German Mallorca-Acts and Schlager Songs. It was our time to take back the genre.

„Schmand“ is a weird German sour creme. No one knows what it actually is, let alone the difference to regular sour cream, whipped cream, crème fraîche, „Quark“, creme fine and so on. We used it’s obscure cultural value (and hilarious sound) to elevate our viral potential.

At time of release, Marc Rebillet was still a niche phenomenon on YouTube. Supermarc was not only his first big work in advetisement, but electrified a small, yet committed internet community to seed our spot.

In order to create an authentic Marc Rebillet Song, we wanted to treat Marc not like a testimonial, but a creative partner. Working closely together on composition, look and feel, we aimed for a funky, over the top smash hit, that not only showcases EDKEAs variety, but appreciates Marc’s character and art, as well as his fanbase. We deliberately linked sounds and products, e.g. big cheese wheels as bass drums and flying candy as delicate bell synths. By implementing an especially weird German sour cream called „Schmand“, we improved the target group’s identification, giving them a strong reason to share the song.