As of: January 23, 2024, 12:58 p.m
By: Julia Volkenand
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Edeka's advertising video has been around for a few years now.
However, due to current events, it is now causing discussions again.
Munich – Signs against the right were taken all over Germany last weekend (January 20th/21st).
In Stuttgart, up to 20,000 people took to the streets under the motto “All together against the AfD”; in Munich, according to the police, up to 100,000 people took to the streets - so many that the event had to be canceled.
Tens of thousands demonstrated in countless other cities, such as Berlin, Brandenburg and Hamburg.
The reason for the protests is, among other things, the strong poll results of the right-wing party Alternative for Germany (AfD).
“On offer today: Much less variety”: Edeka video sparks discussions online
This is probably one of the reasons why a six-year-old Edeka commercial is currently spreading like wildfire on the X platform (formerly Twitter).
It shows a lot of customers desperately searching for their favorite products in a deserted supermarket.
There is a yawning emptiness in the refrigerated counter, freezers and shelves, and a lonely stack of cake bases vegetates on one shelf.
Text was cut between the scenes against a black background: “Imagine a supermarket that only sells German products.
We have removed all foreign products from a market to make a statement: For diversity.” There are signs scattered throughout the store that read: “On offer today: Much less variety.”
In a short sequence, store employees are shown quickly clearing almost the entire product range from the shelves.
What's left is ready-made mashed potatoes, a handful of packaged sausages, vegetables, a little yoghurt and a yawning emptiness.
A customer comments with concern: “There is nothing there that we normally eat.”
A lot of praise, but also criticism for Edeka's political action
An employee explains what is no longer available;
“No coffee, no tea, no chocolate,” is the incomplete list.
“We still have a lot of beer, luckily there is a lot of it in Germany,” comments a seller.
The action seems to be making an impression.
“The world is as colorful as we are different and that’s beautiful,” says one customer.
A response to the company's request as to how Edeka classifies the sudden resurgence of the clip is still pending.
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Users on X are also celebrating the apparently well-aged clip that is currently making the rounds again.
“Edeka, wow,” one user applauds over the video.
“Thank you for the symbol of diversity, Edeka,” agrees another.
“What an incredibly good video from Edeka this is,” says one commenter happily.
“Strong – and particularly appropriate – video from Edeka, even if it is a few years old,” says another happily.
Health Minister Karl Lauterbach (SPD) also shared the clip and commented: “Edeka’s clear commitment to diversity.
Only with German products would the store be largely empty.
Without foreign workers, you probably wouldn’t be able to produce German products yourself.”
Criticism for Edeka video for more diversity: “Shows abundance”
But not everyone likes the campaign.
The clip also received a lot of criticism: “It doesn't show diversity, but rather abundance!” Others criticize that the clip primarily shows that people in Germany cannot supply themselves with local products.
In fact, data from 2021 published by the Federal Center for Nutrition show that at the time of the survey, only around 20 percent of our fruit requirements came from domestic production.
However, domestic agricultural production will exceed demand for other foods in 2021: potatoes 150%, sugar 149%, meat 121%, milk 112%, grain 109%.
The Federal Information Center for Agriculture also reports that the level of food self-sufficiency in this country was only 81 percent in 2020/21.
Reason: Not every need can be met through our own production.
The supermarket giant always makes a name for itself with its advertising videos.
Most recently, customers celebrated a touching Easter clip from Edeka.