Ja!, which means Yes! in German, is REWE’s cheap private-label brand. Why is it cheap? Because it cuts corners on marketing, packaging design.

Our entire production method could be recapped in a single sentence: It’s easier to ask for forgiveness than for permission. We just went everywhere and asked if we could shoot or borrow their stuff. We got a lot of no’s but, to our surprise, some people always said yes. A lot of that is down to the cheeky but likable nature of our presenter. We got onto a yacht, into a spa, into fancy sports cars. We even shot a casino scene but didn't use it in the final edit. Why did we shoot in Mallorca? Because it’s cheaper to film there than in Germany. Plus, at the same time, you’ve got loads of luxury boats, cars and mansions in one and the same place.

We got onto a yacht, into a spa, into fancy sports cars. We even shot a casino scene but didn't use it in the final edit. Why did we shoot in Mallorca? Because it’s cheaper to film there than in Germany. Plus, at the same time, you’ve got loads of luxury boats, cars and mansions in one and the same place.