EDEKA is strengthening its collaboration with Team Germany athletes as the latter gear up to the 2026 Winter Olympics in Milan-Cortina. Since 2016, the supermarket group has been a premium partner, and has associated food and sport by focusing on balanced nutrition.
EDEKA’s Olympic Program
The success ingredient campaign, which was named Team Germany was introduced in the end of September. It involves athletes giving out personal routines as well as recipe ideas that were created with the help of Instagram foodie Andy Zingler. The show emphasizes the position of EDEKA as a nutritionist and retail partner, as well as offers meal ideas to the client.
Athletes and Recipes
The initial campaign videos feature snowboarders Ramona Hofmeitter and Elias Huber. Both athletes relate their exercise to healthy diets and share their meals like Italian bread salad with shrimp and protein tiramisu. The project is a mix of narration and recipes, which enhances the positioning of EDEKA: sport-health-shop.
Retail Brand Partnership
EDEKA is associated with food and performance by connecting the performance with food, which reinforces consumer involvement in its Olympic sponsorship. The supermarket group uses this relationship to facilitate healthy eating lifestyle and ensure that it supports its role in daily nutrition. To the shoppers, the campaign provides convenient recipes and a direct connection between the performance of professional sports and the supermarket products.
The fact that EDEKA still invests in Team Germany indicates the rising significance of brand alliances in the combination of retail, lifestyle, and national events. With the Milan-Cortina Games on the verge, the campaign focuses on the ways in which the supermarket groups would incorporate the marketing, sports and food culture into one consumer-facing platform.
The EDEKA association with Team Germany is established to bring attention to both the grocery retail and the international sport.
