Everyoneknowsadishthattasteslike"home."WecapturedtheseemotionsinthedigitalexecutionofthenationwideumbrellacampaignforREWERegionalundertheslogan"FromYourRegion."
Client
REWE
Industry
Consumer Goods
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
Genial Regional connects home and taste.
Food evokes feelings of home.
Many customers today seek authenticity and origin. The goal of the campaign was to build trust and increase interaction, measurable by dwell time, participation in the contest, and clicks on regional products. The offering was relevant for both mobile users and desktop visitors.
A digital map makes home visible.
The microsite offers a selection of regions with detail pages, region-specific recipes, portraits of local producers, contributions from bloggers, and a UGC gallery including a contest. Desktop users explore an interactive map with pins, while on mobile, it transforms into a clear dropdown with quick product and store links.
On the map, pins open detail pages where users can discover local recipes, trace the origin of ingredients, and view short portraits of farmers. On mobile, navigation remains compact so that regional content is quickly accessible and usable on the go.
Short videos bring the faces behind the ingredients close and showcase simple recipes from local bloggers. The combination of personal stories, visual recipe instructions, and incentives encouraged participation and made origin emotionally tangible.
More closeness, more involvement.
The microsite significantly increased dwell time and triggered high activity: dwell time rose by around 22 percent and over 10,000 UGC submissions were received, while clicks to regional product pages noticeably increased. User feedback particularly highlighted the transparency and appreciation of local producers.
In four clear phases, we took the idea from sketch to live launch. First, we collected regional stories and validated the concept with prototypes, then we built the responsive microsite with CMS integration and store locator, and finally, we launched the phase with accompanying social ads. The actual magic moment was the pin interaction with direct product link, and the key insight was that short videos and real faces create the strongest connection to the brand.
Thus, the idea was successfully implemented.