To bring home the regionality theme, we developed a TV commercial that doubles as a love story. The story of Theresa, who is secretly in love with Hannes, the apple farmer. It is only through Hannes’ apples, which he delivers to REWE, that the two of them come together. The couple lend heart and warmth to the communications and are the direct embodiment of regional presence. The imaginative pictures clearly express the message that good things are often closer than you think.