Armando Testa has produced a multi-media campaign for Esselunga dedicated to the important subject of great value, which along with quality freshness and service is one of their fundamental assets.
The creativity with its strong impact and light tone shows the usual approach with minial images. It highlights everyone’s favourite shopping bag, transformed into fruit and veggies: a tomato, a potato, a strawberry and a kiwi actually become the “containers” of this great value.
The tone of the headlines confirms the advantages Esselunga offers its customers every day, by making a link with the features of the products.
Like the strawberry saying “Saving’s got more flavour” and with the kiwi who asks “Who gives you better value?” moving onto the potato to emphasise “We’ll never skin you” and finishing up with the tomato who declares “There’s more sauce when you save”. The creativity also includes development for outdoor with large sized formats, magazines and dailies and digital, as well as social networks with classic online advertising, rich media, and editorial plans.
The subjects will invade Esselunga points of sales with posters, at the weighing scales and the cash desks, as well as the decor in the lifts and on home delivery vans. The campaign was conceived and developed by creative director Vincenzo Celli and senior art director Cristina Macchi.
Marco Cetera and Luca d’Ambrosio collaborated with them for the digital parts.
Media managed by Media Italia.