In a new campaign, Denner is raffling off unique mega prizes.

The original Swiss discount retailer believes: "Life is expensive enough!" and is giving away prizes to its customers, including lifetime free groceries. ESE Agency is handling the communication concept and implementation for this major promotional campaign.

In Switzerland, many customers are struggling with the effects of inflation. Denner is addressing this with their idea and presenting lucrative competitions. After Denner already distributed CHF 10,000 each to ten lucky winners in January, now comes the big reveal: lifetime free groceries. What makes this unique is that the prize doesn't end after 20 years, as is usually the case. Denner is giving away CHF 10,000 annually for life! "A first of its kind in Swiss retail," says Raphael Werner, Denner's Head of MarCom.

The campaign was developed by Zurich-based ESE Agency and strengthens Denner's brand positioning as the "Robin Hood" among discounters: from the narrative and slogan strategy, to the key visual and individual touchpoints of the user journey. The goal of the development is direct, simple, and fresh communication – truly discounter-like. Therefore, the campaign features a streamlined message structure that distills the promotion into a few words. [SEG 6] The campaign can be experienced across various channels: from classic TV spots, display ads, Denner's own channels, social media formats, posters and ePanels, newspaper ads, at the point of sale, and on the landing page.

The first campaign ran at the beginning of the year. But for those who still dream of never having to pull out their wallet in a Denner store again, there's a great opportunity from January 27th to February 9th. For every purchase of CHF 35 or more, customers receive a raffle ticket for the lifetime groceries.

Leveraging Brand Insight for the New Campaign

"Over the past five years, as an agency, we've gotten to know Denner very well. Together, we've released a mobile game, redefined their entire sustainability communication, implemented point-of-sale materials like shopping bags, as well as employer branding campaigns and much more. In short: We know Denner – and we know what the brand stands for. We appreciate that our long-standing commitment allows us to create a lasting impact," says Elia Binelli, Managing Director and Founder of ESE Agency. Therefore, the style and design language present Denner in a modern, fresh light, without compromising the popular appeal of the original discounter.

Denner Raffles Off Unique Mega Prizes in New Campaign