Every year, 7.7 million people are diagnosed with dementia. Early detection is crucial, but symptoms are often mistaken for aging. EDEKA launched an Easter campaign in Germany, intentionally mixing up Easter and Christmas—reflecting an early symptom of Alzheimer's. Alongside a major heartfelt TV ad and social media campaign, EDEKA introduced a new product: the Christmas Bunny, a blend of Santa and the Easter Bunny, available in all 11,000 EDEKA stores.