Ad of the Day | Your Groceries are Never Just Groceries

Dec. 19, 2023

Following Emma's story in "The Peach," Esselunga returns to Italian television with a TV campaign of the story of Carlo and Marta, and their friendship that endures over time, thanks to a walnut.

The second instalment of Esselunga's narrative once again highlights the emotions of people with their everyday life stories.

A festive Christmas atmosphere is heightened by the exchange of gifts between two children, that becomes an unexpected Christmas surprise 15 years later. The tagline "Your groceries are never just groceries" continues to be the foundation on which the narrative is built.

Roberto Selva, Director of Marketing and Communication at Esselunga explained:

"With the second instalment of our story. We wanted to portray a tale of friendship that withstands the passage of time and distance. We did this through a walnut, a symbolic fruit that aptly represents the concept of care."

 

Esselunga focuses on the stories of people and customers who enter its stores every day, giving a deeper meaning to an ordinary daily gesture, such as grocery shopping.

The campaign is created by the New York-based creative agency SMALL, and "The Walnut" was directed by the Rudi Rosenberg through Indiana Productions.