EDEKA presents superheroes.

Vikings, dinosaurs, Amazons: They all populate the new Edeka advert promoting a career at the food retailer. With this image campaign, Edeka wants to inspire motivated employees to work in the shops.

In the new online advert „Supermarket, superheroes“, the sales assistant has to deal with all kinds of bizarre characters. He doesn’t lose his cool and reacts extremely confidently and courageously. These are all qualities that characterise superheroes.

Edeka sees its employees in around 11,100 stores as superheroes. They demonstrate expertise and passion for the products and their job.

With the new „Supermarket, Superheroes“ image campaign, Edeka is continuing the „Supermarket, Superjobs“ recruitment campaign launched in October 2023, which aims to support the 3,500 Edeka sales staff in their search for new employees. And despite the young protagonist, the new digital campaign is not aimed at career starters, but primarily at experienced professionals and career changers.

The advert (Production Company: Markenfilm, directed by Markus Walter) will be played out from mid-January with a wide reach online, on CTV as well as on YouTube, Netflix and the campaign via social media channels such as Facebook and Instagram.

„Whether at the service counter, in sales or at the checkout – the employees are the success factors for our Edeka stores. They are rightly true
superheroes who impress every day with their expertise and passion,“ says Markus Mosa, CEO of Edeka Zentrale Stiftung & Co.

You’ll find the spot here.


Markenfilm Hamburg.

Follow us: Instagram and LinkedIn


Credits copy: W&V