Central EDEKA and Rügenwalder Müller Launch First Nationwide Advertising Campaign for the Retail Industry
Rügenwalder Mühle, one of Germany's leading food manufacturers, has announced a successful national instore retail media campaign in partnership with EDEKA Central. The campaign, which ran from mid-April to early May 2025, saw sales of Rügenwalder Mühle's products increase by up to 42% in around 150 EDEKA markets.
Founded in 1834, Rügenwalder Mühle has been a pioneer in vegetarian and vegan meat and sausage alternatives since 2014. The campaign focused on the placement of Rügenwalder Mühle's new vegan product line 'Hauchgenuss' at the point of sale.
The operationalization of the campaigns was carried out by EDEKA-Central in collaboration with Marketing of Moments. The POS became an effective touchpoint in the media mix due to data-based advertising forms, as demonstrated by the significant campaign impact. Sales data insights, A/B testing, and data-driven listing check all contributed to the success of the campaign.
Sales were 42 percent higher than in comparison markets, and despite ongoing price actions in the category, sales increased by 15 percent compared to the previous weeks. The companies involved in the first national instore retail media campaign by EDEKA Central were Nestlé and Unilever, in addition to Rügenwalder Mühle.
Rolf Lange, Head of Corporate Communications at EDEKA CENTRAL, stated that the campaign demonstrated the potential of their retail media offering. Julika Podracki, Head of Media at Rügenwalder Mühle, confirmed the campaign's success, praising the efficient, visible, and measurable results.
EDEKA Group, which achieved a turnover of 75.3 billion euros in 2024, with around 10,900 markets and around 413,000 employees, is planning to introduce further data-based retail media products on a national level. The EDEKA-POS network setup included third-party and own inventories, and the campaign reached approximately 9 million contacts.
The campaign was played on digital instore screens in both urban and rural areas, demonstrating the effectiveness of data-based communication at the point of sale. The success of this campaign is a testament to the potential of data-driven marketing and the power of partnerships between leading food manufacturers and retailers.
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