As the debates about immigration and diversity are intensifying around the globe, German retailer Edeka last week stormed the headlines with a compelling marketing stunt, in which they removed all foreign goods from the shelves of their store in Hamburg.
The action was intended to show how much other cultures – and especially immigrants –can bring to Germany, and it was part of the upcoming ad campaign that will further drive the same idea.
Shelves were filled only with products made in Germany, leaving a desolate image in the store and underlining the nature of global trade and countries reliance on imports.
A spokeswoman for the supermarket said: “Edeka stands for variety and diversity. In our stores we sell numerous foods which are produced in the various regions of Germany. But only together with products from other countries it is possible to create the unique variety, that our consumers value. We are pleased that our campaign caused so many positive reactions.”
The move shows the contextually relevant way retailers can insert themselves into national debates – although it takes a bold company to try and do so.
