Initial situation: !e trading firm Stadler & Honner is an EDEKA retailer with over ten branches in south eastern Bavaria and Munich. !e owners, Hans-Jürgen Honner and Stephan Stadler, have been particularly attentive to the freshness of their goods since the company was founded in 1995. However, they had to admit that almost all food suppliers promise freshness in their own sectors. Besides, freshness is an abstract term for the end customer. Solution: Stadler & Honner developed and implemented the "Frische ohne Kompromisse" (Freshness without compromise) campaign, which signifies their dedication to freshness quality by displaying their faces, personal mobile telephone numbers and e-mail addresses. !e promise is the focal point of the flyers, advertisements, TV commercials and the newest

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