The Old Model
One-way and purely transactional communication. The focus is exclusively on price and the weekly offer. A passive, institutional tool that builds no emotional loyalty and is completely ignored by the under-30s.
How does a supermarket communicate? Traditionally, with a paper flyer. The problem? New generations don't read it. The goal was clear: intercept young people (and beyond) right where they spend their time, radically changing the language.
One-way and purely transactional communication. The focus is exclusively on price and the weekly offer. A passive, institutional tool that builds no emotional loyalty and is completely ignored by the under-30s.
Spazio Conad Pesaro becomes the first supermarket to bring non-institutional content to social media. From a place of transit to an entertainment hub: the brand steps down from its pedestal and starts speaking the native language of TikTok and Instagram Reels.