Rewe voll pflanzlich
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
How do you translate a purely plant-based supermarket concept into a compelling brand strategy? For “REWE voll pflanzlich,” the first of its kind at REWE, we built the brand from the ground up — from naming and design to store concept and point-of-sale communication. With a carefully developed launch concept, internal and external communications, and digital activations — including a social media account that we continue to manage to this day — we created a consistent brand experience that extends far beyond the store itself. A true lighthouse project, and a strong example of our holistic full-service approach.
The Jury‘s Statement
Plant-based eating in retail is often framed through abstinence or attitude. For REWE, CMF Advertising developed "Rewe voll pflanzlich" ("REWE fully plant-based") instead as a brand that puts accessibility at its centre: clearly named, closely linked to the parent brand and at the same time distinct in its design. Particularly strong is the continuous communication logic from the store via POS and launch to social media. This discipline creates a brand experience that anchors the pilot store locally and makes it culturally relevant.
