The campaign went back in time and was ironically created in the style and tone of the fifties but with a twinkle in the eye. Product packages were specially produced in their original brand design. Germans could search for their cash reserves of the former but yet valid currency D-mark. Making it easy for them to pay and to push them at the same time every single store of about 640 in Germany was accepting D-mark for a period of only 4 weeks. The raffle of an original VW beetle built in 1956 and worth 44.000 D-mark was another highlight of the campaign.

For this trip back in time, the point-of-sale all over Germany (about 640 local stores) as well as the entire external communications of Kaufland for 4 weeks was adjusted to fit the advertising style of the time of the German Wirtschaftswunder, the economic miracle.

Numerous articles in retro-optics were designed and packaged exclusively for Kaufland by the industry – all shown in the leaflet "TIP" - with 21.5 million copies the most numerous printed product in Europe – which appears weekly in over 400 various regional editions. Products along with marketing and advertising images were photographed accurately in every detail and highlighted. Along with that, every week 8 editorial pages were loaded with recipes and tips for living from the period in original optics and tonality. For the customer, everything seemed like really being back in the 50’s! There was no holding back, even with the online channels.

· 7.1 million Deutschmark additional income (10,5 % increase)

· vast media attention all over Germany on every main TV- and Radio station, on the cover of the important daily papers, nationwide magazines, on- and offline, even European papers wrote about it

· tremendous customer response via social media (3.702.659 visits in January 2016 compared to January 2015 2.020.632 visits; 13.796 new Facebook fans in 4 weeks)

· Most successful cross-media campaign by Kaufland ever

. won younger and new customers

. rised image and awareness nationwide

. created an new creative standard for Kaufland