I would like to share a moment of true emotion with you – thanks to a BrandWatch reader who brought it to my attention.
Rewe is a German retailer whose motto: "A Little Better Everyday" and cooperative spirit, clearly reflect their positioning in the market. They broke new ground by keeping their stores open until 10 p.m. – even until midnight, for some of them - thus demonstrating their proximity to their customers. They have a standard three-level private label range. Their new premium private label is called "Rewe Feine Welt" and I suggest we take a look at its new marketing campaign "Expedition Genuss" ("Operation Pleasure").
This series of short films depicts two men travelling across Europe in search of quality products: Sicily, Tuscany, Switzerland; they discover producers, taste their products, share unusual experiences. Each of these films is a little gem of emotion and pleasure. Whether in a fish market in Catania, on the roads of Tuscany, or in the Swiss Alps, they speak to us of brotherhood, sharing, humour... and also of first-rate products.
One might think that this kind of sophisticated advertising was reserved for national brands (remember the emblematical advertisements of Ricoré, Heineken or Barilla?): Rewe proves to us that private labels have also grown up in matters of communication.
I offer you one of these films on BrandWatch… Enjoy!