German supermarket chain Rewe is to launch a major new advertising campaign that draws consumers' attention to the local provenance of the fresh fruit and vegetables it sells under new brand Rewe Regional.
Continuing a recent trend towards regional and local branding of fresh produce that has enabled Germany's retailers to emphasise the safety, quality and traceability of their products in the wake of the recent E coli crisis, Rewe's campaign will underline the links it has forged with German growers themselves.
The advertisements (see below and gallery right) have been devised by Berlin-based agency Heimat, which opted for the simplicity of homely, handmade designs in order to convey the authenticity of Rewe's fruit and vegetables, using messages including: Every region is different, the quality is always the best (lettuce); Natural strength from the region (potatoes); Good tomatoes ripen, without having to travel far; Within reach, unmatched freshness (apples).
The Rewe Regional brand was first introduced last summer, offering a constantly changing range of seasonal fruit and vegetables sourced only from producers local to particular stores.
According to advertising industry website Werbung & Verkaufen, the new campaign will be rolled out nationwide in a number of selected cooking and lifestyle magazines, as well as being promoted online and in stores.
