Sport – it evokes powerful emotions in young and old alike. It unites us in joy and sorrow. And even though many teams have already been eliminated from the 2026 World Cup, we're still keeping our fingers crossed for our second favorite team. Because: the heart makes the difference.
We're showing you the latest EDEKA 2026 World Cup campaign spot with food styling by Max Faber on gosee.news.
For the 2026 FIFA World Cup, EDEKA, together with its lead agency Jung von Matt (JvM), launched a major 360-degree campaign under the tagline "Heart makes the difference." The campaign runs concurrently with the tournament in the USA, Canada, and Mexico and aims to get fans in the football spirit.
With a market share of around 28% and domestic sales of over €67 billion, EDEKA is Germany's leading food retailer. It is a cooperative association of independent retailers and, with its slogan "We love food," stands for freshness and quality.
The agency handling the project was JvM Spree, with Creative Director Sarah Dornieden and Art Director Janina Janzen. Film production was handled by BWGTBLD, and the film was directed by Camille Boumans, with Moritz Matlik as Director of Photography.
Top-tier food stylist Max Faber is represented by the Berlin agency NINA RAUTENBERG.