Kaufland, production and installation of the XTRA campaign
Effective retail communication begins long before materials reach windows, shelves, displays and checkout zones. For Kaufland, we produced and installed advertising materials supporting the XTRA programme, with a strong focus on scale, repeatability, colour consistency and installation quality.
Communication visible from the facade
One of the strongest elements of the project was the treatment of the facade and entrance zone. Large-format graphics made the campaign visible before customers even entered the store.
This communication serves both branding and information purposes. It strengthens recognition of the XTRA programme and clearly signals that discounts, coupons, points and additional benefits are part of the shopping experience.
Different formats, one consistent message
We produced materials for numerous customer touchpoints, including hangers, side panels, toppers, facade graphics, checkout communication and self-checkout signage.
Each format has a different role. Hangers and toppers increase visibility from a distance, side panels reinforce the message around shelves and displays, while checkout graphics remind customers about the XTRA programme at the final stage of their shopping journey.
As a result, the campaign becomes a consistent system present throughout the entire store rather than a single isolated message.
Materials selected for different applications
The XTRA rollout used a broad range of materials selected according to installation location, display function and everyday conditions in the store. Window and facade applications included OWV film, white matt Easy Dot and white matt monomeric film, all suited to glass, facades and smooth surfaces where appearance, adhesion and graphic clarity are important.
POS elements, hangers, toppers and side panels were produced from a variety of rigid substrates, including solid white PVC in several thicknesses, 3 mm foamed PVC, 3.8 mm DISPA, fluted polypropylene, 0.5 mm PP, GC1, 12 mm KATZ board and white EB corrugated board. This broad selection allowed every element to be matched to its purpose, from lightweight suspended materials and shelf-mounted displays to more stable presentation structures.
This ensured a consistent visual appearance across the campaign while allowing each format to use a material suited to its function, placement and level of everyday use.
Installation in an operating retail environment
Installation in a store requires precision, strong organisation and adaptation to the existing space. Every material must be fitted evenly, neatly and clearly for customers.
The project combined many different formats, from large exterior surfaces and entrance communication to signage around checkouts, self-checkouts, shelves and displays. Each installation point required a different approach, while the final result had to remain visually consistent.
Final result
The result is clear, consistent and highly visible communication for the XTRA programme throughout the Kaufland store. The campaign’s distinctive red stands out strongly, while repeated messages reinforce programme recognition.
The project demonstrates the complete process, from production and material preparation to packing and professional installation at the point of sale. In retail, this combination is what makes a campaign work in practice: it is visible, consistent and genuinely supports communication with customers.
