The end of an era for the retail sector: REWE is the first food retailer in Germany to take the decision to move away from printed flyers. The weekly promotional bulletin highlighting special offers across Germany’s more than 3,700 REWE stores is one of the sector’s longest-standing marketing tools and is distributed to millions of German homes. To support the sustainability and digitisation strategies of Germany’s second-largest food retailer, this will soon come to an end. As of 1 July 2023, flyers will no longer be printed or distributed; however, new and familiar media channels will be used to significantly expand promotional activity. This will have a huge impact on the environment, climate, and the sustainable use of resources, saving more than 73,000 tonnes of paper, 70,000 tonnes of CO2, 1.1 million tonnes of water, and 380 million kWh of energy per year. These energy savings are particularly significant at present due to the ongoing debate surrounding Germany’s future energy security, which is why we have expedited the implementation of this decision.