A feel for local needs
The regional roots and the responsibility towards the people characterise the ADEG merchants in particular - just like their passion for food. These values were the focus of the repositioning of the ADEG brand. "Genuine regionality is not only measured in kilometres or proven by various seals - it is primarily lived through the trust of customers in their local ADEG retailers. The new campaign is intended to illustrate this sense of local needs. With our new brand identity, it is important to us to carry on the strong and familiar brand values of ADEG and at the same time to do justice to the positioning of a modern local supplier," emphasises CEO Brian Beck.
"Land aufs Herz" unites region and emotion
The meaning and derivation of "Land aufs Herz" is essential for the new path that ADEG will take in the future and underlines the clear differentiation from the competition, as Carina Budgen, Marketing Manager at ADEG, explains: "Our new claim 'Land aufs Herz' combines authentic regionality and emotion. The 'Land' includes the region and the people living there with their needs as well as the regional specialities from the surrounding area. The 'Herz' (heart) stands for the love and deep connection of the merchants to the region as well as their clear attitude and responsibility as local suppliers." Together with the development of the new claim, a revision of the corporate design was also undertaken: The shamrocks of the popular and well-known logo have been modernised and transformed into 4 hearts, and a new, more natural green underlines the importance of sustainability. "When relaunching the corporate design, it was important for us to modernise without losing recognition. Evolution instead of revolution," says Carina Budgen.
Authentic orchestration
The focus of the new communicative appearance is the daily work and the close connection of the ADEG merchants to the people and the regions in which their ADEG stores are regular centres of life. The campaign concept was developed and implemented by the Wien Nord Serviceplan agency. "The protagonists of the campaign are real ADEG merchants who are shown in their actual everyday working lives - far away from cliché images or glorified rural idylls. Their authentic cordiality, attitude and personality become the best ambassadors of ADEG's deep regional understanding," Christian Hellinger, Creative Managing Director of Wien Nord Serviceplan, explains the claim of the new TV campaign.
"As a neighbour you are the best local supplier".
The TV spots feature real ADEG merchants with their local partners and suppliers. Three merchants from Carinthia and Lower Austria start the campaign: 25-year-old Anto Balukcic from Greifenburg, who now runs his own store after completing his apprenticeship at ADEG, Ferdinand Ebner from Spittal/Drau, where Anto Balukcic was apprenticed and learned "true merchanting", and Erna Marosi from Gerersdorf, who used to be a regular customer at her later own ADEG store. The commitment of the three thoroughbred local suppliers is as individual as their stories. Due to their strong roots in the regions, they know the needs of their customers very well: "As a neighbour, you are the best local supplier", the ADEG merchants agree.
