PAYBACK, EDEKA, and Netto Marken-Discount can jointly celebrate one of the most prestigious awards for successful marketing communication: they have received the bronze “Effie Germany 2025 Award” for the campaign launched to mark the start of their partnership in January 2025. The Effie submission focused on the PAYBACK Verbund app with extraordinary promotions and user activations designed to get as many customers as possible excited about the new partnership between PAYBACK and the EDEKA Verbund.
And this has been a huge success: PAYBACK grew from 31 million active customers in December 2024 to 35 million today, and the PAYBACK network app is now used by 17 million customers, compared to 11 million before the campaign. “We are delighted that we won an award with our first Effie submission,” said PAYBACK Managing Director Dominik Dommick. “For us, this award represents not only a particularly effective partnership, but also one that is truly outstanding in the truest sense of the word. The Effie is a great honor for our still young collaboration,” said Dommick.
The Effie Germany Awards ceremony will take place on November 13, 2025, in Leipzig.
You can find a press image here.