Jung von Matt/Next Alster for the Edeka grocery chain

Erika is one of us. She’s got her little girl here with her. She got the best food. It’s great what this woman does. She takes care of the community.

People seem to prefer lighthearted, upbeat adverts that manage to kick in to their emotions while making them feel informed. According to a recent sentiment analysis by Unruly Haribo’s campaign tops the sentiment.