Your Groceries are More Than Just Groceries at Esselunga

Esselunga, Italy’s leading grocery store chain, have launched “The Peach” – a new national TV campaign – to communicate their new message: “Your groceries are more than just groceries.”

Whether you go to the grocery store to buy food for your Sunday lunch, ingredients to make a cake, fresh fruit, or simply some basil, there is a story behind every item you put in the cart.

“The Peach” tells a sweet story through the eyes of a little girl: a gesture, done with the simplicity and ingenuity typical of children, will surprise the viewers in a story filled with tenderness.

“The campaign aims to highlight the importance of grocery shopping: it’s not just about purchasing food, it has a much broader symbolic value,” explains Roberto Selva, Chief Marketing & Customer Officer of Esselunga. “For every product we put in the cart, there is a deeper meaning than we’re used to thinking about. Esselunga is synonymous with quality and convenience and knows that your groceries are never just groceries: that’s why we’re committed to always offer the best to our customers.”

The campaign was created by the New York agency SMALL and the film directed by Rudi Rosenberg through Indiana Productions.