Rewe wanted to advertise healthy and conscious nutrition with a new advertising campaign.
However, contrary to what the supermarket chain expected, many users on the net blaspheme about the campaign.
Rewe
is one of the largest employers in Germany with 140,000 employees.
Rewe
went to
Edeka
the second highest turnover of the supermarkets in Germany.
The supermarket chain is also one of the front runners on social media with 1.1 million followers on
Facebook
.
Cologne - Actually,
Rewe
only
wanted to
stir the drum with its latest advertising campaign and at the same time graze on the trending topics of healthy and conscious nutrition.
But unfortunately nothing came of it.
On
Facebook,
users scoff and blaspheme in the comment columns.
You can find out what the action is all about and why it excites the minds of users here.
Rewe: Promotion focuses on healthy eating
The supermarket promotes healthier and better nutrition with the “eat better, easier” campaign.
Since January 17,
Rewe has been
promoting
the campaign via its social media channels and TV spots.
Part of the marketing strategy is the Nutri-Score, which can now also be found on
Rewe's
own brands
.
The Nutri-Score is a voluntary nutritional label for processed foods.
The five-level traffic light system classifies foods based on their ingredients such as protein, fat, fiber or calories.
With the promotion, customers can find thousands of recipes online.
Via the so-called 'Nutritional Value', users receive information about the balance of the food.
According to
Rewe
, the recipes are rated based on the recommendations of the German Nutrition Society.
In order to make the whole thing clearer for the customer,
Rewe
has
produced five challenge videos in the finest social media style.
The respective participants, who are not supposed to be actors, are given smaller tasks that always revolve around the topic of healthy and affordable nutrition for everyone.
Rewe promotion: Customers blaspheme about promotion
Rewe
had expected that the campaign with the trend topic of healthy eating would be a sure-fire success.
But many customers cannot get used to the concept of advertising.
“A challenge like this is exactly the mirror for this completely stupid society,” says a comment under a video of the campaign on the
Rewe
Facebook page.
Another user cannot understand why the campaign is again about challenges.
She writes “And another pointless challenge.
Does everything have to be made into a challenge these days?
What's going on in this country?".
But some of the customers also seem to be happy about the campaign and to be inspired by it.
For example, a user posts a healthy recipe idea under one of the videos.
(
phf
)