As a supermarket we managed to meet not only the needs for food and beverages, but also the emotional needs of a country in times of despair – or as one of the leading German newspapers put it: “More than all the benefit concerts and appeals for solidarity, more than the admonishing words of the president or the virologist’s forceful calculations, more than the pleas of the meagre chancellor – this supermarket ad now unites the country. It caresses the sore soul of the nation and does exactly what the main actors of the fight against the pandemic have been failing to do for two years.”

Sueddeutsche Zeitung