Promote differentiation from competitors
Challenge
ADEG is an Austrian retail company backed by independent merchants at around 400 locations. The merchants know the needs of the local people and provide genuine regional local supply on a daily basis.
This makes ADEG the pioneer with a solid foundation when it comes to regionality - while competitors can only demonstrate their local commitment through various seals or imagery.
Nevertheless, the increased communication on regionality means that ADEG's competitive advantage continues to dwindle.
A sense for local needs
Solution
Regional roots and responsibility towards the people are what make ADEG retailers stand out - as is their passion for food. These values were the focus of the repositioning of the ADEG brand.
The new claim "Land auf Herz"/"Countryside to the heart" combines region and emotion, thus underlining the clear differentiation from the competition.
The focus of the new communicative appearance is on the daily work and the close connection of ADEG retailers to the people and the regions in which their ADEG stores are real centers of life. The TV commercials therefore feature real ADEG retailers with their local partners and suppliers. Thanks to their strong roots in the regions, they know the needs of their customers inside out: "As a neighbor, you are the best local supplier," the ADEG merchants agree.
Together with the development of the new guiding principle, the corporate design was also revised: The cloverleaves of the popular and well-known logo have been modernized and transformed into 4 hearts, while a new, more natural green underlines the importance of sustainability.
"The protagonists of the campaign are real ADEG retailers who are shown in their everyday working lives - far removed from clichéd images or glorified country idylls. Their authentic warmth, attitude and personality become the best ambassadors for ADEG's deep understanding of the region."
Geschäftsführung Kreation
Wien Nord Serviceplan
Key Takeaways
#1
Authenticity through genuineness.
#2
The core of the brand is crucial.
#3
Working with real people requires the right instinct from the entire team.
