Edeka, Germany's leading retailer by market share, has made subtle changes to its seven-year marketing campaign Wir lieben Lebensmittel (We Love Food).
As of 1 August, the campaign now features a bright yellow heart icon as a central element of its familiar chalkboard design, replacing the word 'lieben'.
Edeka chief executive Markus Mosa said the updated campaign would help to underline the retailer's commitment to quality when it came to food.
'The heart makes our message even more emotional and at the same time ensures that Edeka is automatically linked to a true love of food,' he said.
The campaign is set to adopt a closer relationship with Edeka shoppers too, said Mosa, and will communicate the updated message via a number of new channels including online banner advertising.
A revamped website will provide shoppers with up-to-date information about the availability, seasonality and provenance of fresh fruit and vegetables sold across the retailer's network of stores.
Meanwhile, a new television advertisement promoting the campaign will be aired by all major broadcasters in August, with two more due for release later in the year.
Promotional messages will also appear in Germany's leading newspapers and consumer magazines.
Finally, a Facebook page and smartphone app will be used to raise awareness of the campaign even further.
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