Celebrating Eid: Rewe‘s Dessert Promotion

As the holy month of ramadan draws to a close,anticipation builds for Eid al-Fitr,frequently enough joyfully referred to as the “Sugar festival.” Retailers are beginning to acknowledge the holiday, with one Rewe supermarket in North Rhine-Westphalia (NRW), Germany, launching a promotional campaign that has elicited a range of responses from its customer base.

“Lazy Cupcake” recipe: A Sweet Gesture?

Rewe Ruhr area Plus, through an Instagram post, highlighted the importance of the Sugar Festival as a time for families and friends to unite and celebrate the end of Ramadan. The post suggested that a flavorful dessert would be the perfect addition to these gatherings.The supermarket chain showcased a recipe for a “Lazy Cupcake,” a simple dessert made with a marble cake base, cocoa, a creamy topping of cream cheese, condensed milk, vanilla, and cream, finished with a chocolate ganache and a Honey Wheats mixture.

The Instagram reel featured two employees demonstrating the preparation of this dessert. The recipe begins with a pre-made marble cake, followed by layers of cocoa, a cream cheese-based topping, and a chocolate ganache.The final touch involves mixing Honey Wheats with chocolate and cocoa powder, adding texture and flavor to the “Lazy Cupcake.”

Customer Reactions: A Spectrum of Opinions

The campaign has triggered diverse reactions among consumers. While some have lauded Rewe’s initiative as a positive and inclusive gesture, others have expressed reservations about the recipe itself.

Positive Feedback: Thankfulness for Inclusivity

Many users have responded positively to Rewe’s campaign, praising the supermarket for its inclusivity and sensitivity, especially during challenging times. Comments on the Instagram post included expressions of gratitude for the “warm message,” appreciation for Rewe’s tolerance, and declarations of increased sympathy for the brand. Some users viewed the campaign as a welcome sign of recognition and respect for the Muslim community.

Especially in these turbulent times, we all have such a warm message more then used.
Instagram User

Thanks for your tolerance.
Instagram User

REWE +1000 sympathy points.
Instagram User

Really great and attentive.
Instagram User

Criticism: Concerns About the Recipe

Conversely, some individuals have voiced concerns about the dessert recipe itself, with some describing it unflatteringly. criticisms focused on the perceived excessive use of processed ingredients and sugar. One user commented that the dessert looked unappetizing, while another expressed concern about the high sugar content and artificial flavors.

Look like dog food.
Instagram User

Would tip over with so much industrial sugar and flavors.
Instagram User

One user, while finding the overall trend “unsavory,” still acknowledged the quality of the video production.

The Broader Context: Retailers and Cultural Sensitivity

Rewe’s campaign highlights the increasing awareness among retailers of the importance of acknowledging and celebrating diverse cultural and religious holidays.As Germany’s population becomes increasingly multicultural, businesses are adapting their marketing strategies to reflect this diversity. However, these efforts can sometimes be met with mixed reactions, underscoring the challenges of navigating cultural sensitivities and diverse consumer preferences. According to a 2024 study by the German Retail Association (HDE), 78% of retailers believe that culturally sensitive marketing is important for reaching a wider customer base. However, only 45% have implemented specific strategies to address this.