Grocer Edeka is changing its marketing strategy. With new advertising partner Jung von Matt, Edeka has changed its year-old campaign ‘Wir lieben Lebensmittel’ (‘We just love food’) to a more emotional approach.

The strapline now includes a heart symbol in its corporate colour yellow. The co-operative grocer said it “wants to take on the communicative challenges the digital age brings along”, making use of interactive opportunities, more efficient combinations of advertising and an improved dialogue with shoppers.