Hamburg – September 12, 2026 -- German supermarket chain EDEKA has launched a campaign called "Survival of the Frischest" to challenge the common belief that frozen fruit and vegetables are less fresh or healthy than fresh produce.
A five-meter T-Rex made of broccoli appears at Potsdamer Platz
From September 10 to 13, EDEKA installed a roughly five-meter-long, three-meter-high sculpture depicting a prehistoric creature encased in ice at Das Center (formerly Sony Center) in Berlin. The centerpiece is a T-Rex shaped from broccoli, meant to illustrate how shock-freezing preserves produce. Visitors can also sample smoothies made from various frozen fruits and vegetables at an EDEKA food truck on site.
Twelve new packages bring prehistoric creatures to the frozen aisle
EDEKA has redesigned packaging for twelve products under its EDEKA Herzstücke private label, now sold nationwide in EDEKA supermarket freezer sections. The lineup includes a Broccoli T-Rex, a Mango Triceratops, and a Raspberry Saber-Toothed Tiger, extending the campaign's prehistoric visual theme onto shelves.
Shock-freezing preserves cell structure right after harvest
EDEKA explains that fruit and vegetables destined for freezing are typically shock-frozen immediately after harvest. This process creates especially small ice crystals, largely preserving the cell structure and, with it, taste, color, texture, and nutrients. The company frames this as a rebuttal to the perception that frozen produce is less natural or lower quality than fresh alternatives, while also noting that fresh produce's limited shelf life contributes to food waste.
The campaign targets children with an accessible, playful narrative
By pairing frozen produce with imaginative prehistoric creatures, EDEKA aims to make the topic of fruit and vegetables engaging across generations, particularly for younger consumers.