$1,508 $m
Edeka’s branding investments have been steady since last year. Edeka is visually strengthening its claim “We love food” and supporting it through interlocked on- and offline measures, which transmit the values of Edeka in a consistent and authentic way. The strong marketing effort focused on the company’s attention to nutrition and fresh food is providing Edeka with a competitive advantage. According to Horizont, customers were very satisfied in 2012, and Edeka was named best full-range retailer by various institutions. Additionally, the Trendence Institute recognized Edeka as the most innovative Employer Brand. Edeka’s corporate social responsibility activities remain a priority as it continues its support of WWF and the Deutschlandstiftung Integration, an association that promotes tolerance and communication between people from different backgrounds.