Kaufland: Renaming of branches proposed – funny reason

• fromJulia Thielen

  –

  conclude

–

Kaufland is headquartered in Baden-Württemberg. Because of an innovation there, the food giant also comes up with a humorous idea.

The big red logo could stay. Otherwise, Kaufland doesn’t have to change much either. But many customers are likely to rub their eyes tremendously when suddenly another name appears on the signs of the supermarket. At least for its branches in Baden-Württemberg, the food giant has proposed a change of company name. Admittedly, it wasn’t meant seriously, of course. The allusion is a funny swipe at the home of the group.

Kaufland has its headquarters in Baden-Württemberg, more precisely in Neckarsulm. Dieter Schwarz, founder of the Schwarz Group, which includes Kaufland and Lidl, comes from this region. The company’s close ties to its homeland is particularly evident in many of the Dieter Schwarz Foundation’s projects.

Kaufland: Renaming of branches proposed – funny reason

Nevertheless, Kaufland could not resist poking fun at Baden-Württemberg’s new image campaign. So far the southwest has advertised with the slogan “We can do everything. Except high German. ”In itself, it is now“ Welcome to THE LÄND ”.

The new slogan of the marketing company Jung von Matt aims to attract skilled workers. But while Prime Minister Winfried Kretschmann considered the new slogan to be “brilliant”, it was often less well received on social networks.

Kaufland pokes fun at Baden-Württemberg’s image campaign

“We can do everything. Except standard German. And English ”, joked a Twitter user and immediately expanded the previous slogan. Another quipped that “the Länd” was really good – but only because it was a campaign that “managed to unite Baden and Swabians – in their rejection” of the same. There were also word games with “the änd” (allusion to English “the end”, editor’s note) or “Eländ”.