Konsum Leipzig

Konsum Leipzig celebrates its 135th birthday in 2019 and currently operates 61 stores in Saxony, Saxony-Anhalt and Thuringia as well as the Konsum Leipzig delivery service, which operates in Leipzig. Every day, more than 50,000 customers buy their groceries from Konsum Leipzig. Regional products make up a quarter of the total consumer assortment.

“VON HIER.”-regional campaign

We are supporting Konsum Leipzig 2019 for the first time with the planning and implementation of the regional campaign “VON HIER”, which started in autumn with the popular Leipzig family festival “Westfest”. The aim of the communication initiative “VON HIER.” is to get the Konsum customers excited about the versatile regional assortment. Under the claim “Weil’s von hier ist. Nachhaltig genießen – mit regionalen Produkten.” (Because it’s from here. Enjoy sustainably – with regional products”) we put the regional products in the spotlight of Leipzig’s Konsum customers with an Out-of-Home campaign, a campaign website, various PoS materials and an online competition at BILD.de. You can follow the results of the campaign here: Website, Facebook.
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Mission

The aim of the communication initiative “VON HIER” is to inspire Saxon consumers for the versatile and regional range of Konsum’s products. Although regional products already make up 25 percent of the assortment today and the Konsum offers a regional alternative in every product group, many customers still routinely choose national brands. This is exactly what we want to change. With an attention-grabbing campaign inside and outside the stores we want to encourage passers-by and customers to adopt a more regional and sustainable shopping behaviour.
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Realisation

We put the regional products in the spotlight of Leipzig’s Konsum customers with the help of an Out-of-Home campaign, a campaign website, various PoS materials and an online competition at BILD.de. Yellow “VON HIER.” signs, tags hanging from the ceiling and stickers on the floor are marking the regional Konsum assortment directly in the stores. Outside the stores, we use two advertising designs to promote regional shopping behaviour.

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