Case Study: TEDi Stores – European Back-to-School Retail Campaign
Client: TEDi Stores
Project: Multi-Channel Back-to-School Campaign
Location: Europe (HQ Germany; Target Markets: Italy, France, Poland)
Overview
TEDi Stores, one of Europe’s largest variety retailers, commissioned us to design and deliver a full multi-channel Back-to-School campaign spanning TV, radio, OOH, digital, and in-store marketing.
With a network of more than 3,500 stores across Europe, the aim was to create a high-impact, cohesive campaign that would resonate across multiple markets while focusing on three priority growth regions: Italy, France, and Poland, with strategic leadership from TEDi’s HQ in Germany.
We developed a unified creative platform and executed a complete cross-channel rollout designed to increase seasonal sales, strengthen brand recognition, and elevate TEDi’s presence in key European markets.
The Client & The Challenge
TEDi is a fast-growing retail chain with a broad and diverse customer base across Europe. Their challenge for the Back-to-School season was clear:
Build a pan-European campaign that feels unified but adaptable
Strengthen TEDi’s position in Italy, France, and Poland, where growth potential is highest
Produce creative assets suitable for TV, radio, OOH, digital, and in-store activation
Ensure messaging and visuals remain effective across different cultural and commercial contexts
Deliver at scale for a 3,500-store rollout, managed centrally through the HQ in Germany
TEDi needed a partner capable of handling both the creative direction and the practical complexities of coordinating multi-market, multi-language retail marketing.
Objectives & Strategy
Working closely with TEDi HQ in Germany, we defined clear objectives:
Develop a strong Back-to-School creative concept that travels well across Europe
Ensure all assets reflect a consistent brand identity across every channel
Create materials that can be localised for Italy, France, and Poland without losing impact
Make the in-store experience cohesive with the media campaign
Maximise visibility through carefully selected media formats
Support TEDi’s long-term ambition of strengthening brand presence in priority markets
Our strategy centred on building a multi-channel storytelling framework that prioritised clarity, energy, and accessibility — ensuring everything from a 10-second TV spot to an in-store poster carried the same recognisable identity.
What We Delivered
TV Campaign (Multi-Market Adaptation)
We created a fresh, upbeat TV concept showcasing TEDi’s Back-to-School essentials in an energetic, family-friendly style. Deliverables included:
Full creative development and storyboarding
Production of TV spots
Script adaptation for language-specific markets
Broadcast-ready masters for Italy, France, and Poland
The TV assets served as the hero pieces of the campaign, setting the tone for all other channels.
Radio Spots
We produced radio scripts and audio assets tailored to the cultural and linguistic nuances of each market.
The radio ads offered:
Short, memorable messaging
Clear Back-to-School callouts
Friendly, energetic tone matching the TV creative
These were built for reach and frequency, especially in regions where radio remains a strong retail driver.
OOH Campaign (Large-Scale Rollout)
OOH was a major pillar of the campaign, designed to deliver maximum visibility. We created:
Billboard designs
Transit ads (bus, metro, tram formats)
Point-of-travel placements
Large-format retail park and roadside visuals
All OOH assets were created with localisation-ready text fields, allowing easy adaptation for France, Italy, and Poland.
Digital & Social Media Assets
To support online activation, we delivered:
Web banners in multiple formats
Social media graphics and motion assets
Short digital video edits
Platform-specific material for Meta, YouTube pre-roll, and regional ad networks
These assets ensured TEDi maintained visibility throughout the customer journey — from awareness to store visit.
In-Store Marketing (3,500 Stores)
We provided a full in-store creative package, including:
Posters and point-of-sale signage
Shelf talkers
Navigational elements
Window graphics
Category signage for Back-to-School ranges
The in-store suite ensured a seamless transition between what customers saw in media and what they experienced in TEDi stores.
Cohesive Creative Direction
Across every channel, we ensured:
A consistent colour palette and visual language
Clear product focus
Strong seasonal cues
A warm, family-oriented tone
Visual recognition that worked quickly, even from a distance
This unified approach built brand strength and improved recall across all touchpoints.
Response & Future Impact
The Back-to-School campaign provided TEDi with a consistent, pan-European presence at one of the key trading moments of the year.
Conclusion
The TEDi Back-to-School campaign demonstrates the power of coordinated, multi-channel retail marketing at scale. By developing a unified creative concept and delivering assets for TV, radio, OOH, digital, and in-store environments, we helped TEDi strengthen its presence across Europe — with a particular focus on Italy, France, and Poland.
This project highlights our ability to design large-scale cross-market campaigns, manage complex stakeholder coordination with HQ teams, and create creative work that travels seamlessly across languages, cultures, and retail environments.