The aim of this investigation, captured on camera for the Blue Angel social media accounts, was to get as many different non-food products bearing the government ecolabel as possible into the shopping basket in the shortest possible time.
“We see something you don’t”: the series of social media clips, or “reels”, produced in autumn and already released on Instagram focuses not only on the “what” – referring to testing expertise and criteria – but also on the “where”. In a contemporary social media look, the visits to three Berlin shops document the places and situations where consumers encounter the wide range of products that bear the German Federal Government’s ecolabel directly at the point of sale.
Product diversity in retail – visible on social media
In addition to the individual environmental benefits of low-pollutant wall paint and water-friendly detergents and cleaning agents, the strategic focus for conceptualisation and production was thus clear from an early stage. It concerned the everyday relevance of the Blue Angel as the logical extension of the background information communicated throughout the year on the history of the Blue Angel, the test criteria and the Basic Award Criteria.
Filming took place at drugstore chain dm, a REWE supermarket and a toom DIY store from the point of view of a normal purchase, as takes place throughout Germany countless times every day. The maximum two hours of filming per shop was easy to carry out during the shops’ opening hours. This particularly authentic viewpoint highlighted the perspective of making deliberate product choices, just as the social media followers on Instagram or Facebook might do when running their daily errands or preparing for renovations in real life.
Highlighting product diversity at the point of sale – even in your business
The three reels for the Blue Angel Instagram account, which were released in autumn 2025, are now awaiting a follow-up – perhaps even in your business? If you run a commercial business with a visibly broad Blue Angel product range or are a label holder with consumer-oriented access to certified products, we’d love to hear from you. Your product range might then appear in our community’s feeds soon, along with a mention of your social media accounts.
All further information on the requirements and production conditions for a “shopping reel” of this kind focusing on environmentally friendly products: engel(at)hirschen.de
