Great stories, always ready. Bennet brings reading back to the shopping experience with BBDO

The value of great stories lies not only in what they tell us, but also in their ability to stand the test of time, remaining as fresh as the day they were written and always ready to accompany us through every moment in life. This insight is the starting point for “Frozen Books,” Bennet’s new integrated campaign, through which BBDO continues its work alongside the brand to promote reading in Italy.

Following numerous international and national accolades, including its success at the latest ADCI Awards, where the work won the Grand Prix and the agency and brand were named Agency and Client of the Year, Bennet and BBDO return on the occasion of Italy’s National Day for the Promotion of Reading, bringing books back into everyday life and doing so in the brand’s natural territory: the shopping experience.

Great literary classics — stories with no expiration date, preserved through time — are displayed in the place where freshness, convenience and immediate availability naturally belong: the frozen food aisle. An unexpected way to draw people’s attention to books, presenting them as a “ready-made solution” for feeding the mind with ideas, reflections and emotions that remain relevant over time. Available for customers to purchase as usual, the books are arranged inside the freezers in categories reflecting the different moments and moods we all experience, helping everyone find the title that suits them best.

The experience is completed by in-store communication materials and radio, and supported by a social and digital campaign linked to a dedicated section on the brand’s e-commerce platform, creating a fully integrated journey across offline and online touchpoints.

“This is a journey of social responsibility,” says Riccardo Ranucci, Marketing Director at Bennet S.p.A., “that has been warmly received by our customers and has increased the brand’s visibility and perception, confirming not only the importance, but also the need for initiatives of this kind.”

Luca Cortesini, CCO of Omnicom Advertising Italy, adds: “Following the many results we have achieved, including those at the latest ADCI Awards, which celebrated our work alongside Bennet, it is an honour to continue our commitment to supporting culture with a client that keeps growing and continues to believe in it as strongly and courageously as we do. We do it — and we will continue to do so, as we are already working on a new project — in the only way I believe is right: intelligently. Because initiatives designed to promote it have a duty to be intelligent themselves.”