Frozen book

All great stories have one thing in common: they stand the test of time. As fresh as the day they were written, they are always ready to feed our minds with ideas, reflections and emotions that remain relevant today. And yet, 60% of Italians don’t read even one book a year.

From these two truths comes Frozen Books, the initiative that sees BBDO team up with Bennet once again to bring reading back into everyday life, starting with the grocery shop.

That’s why, in the frozen food aisles of all Bennet stores, frozen products were replaced with great literary classics, capturing customers’ attention right where they were looking for fresh, convenient and ready-to-go solutions.

To make choosing even easier, the books, all available for purchase, were arranged inside the freezers into categories inspired by the moments and moods we all experience, helping everyone find the title that suits them best.

The experience continues through in-store materials and radio, a social and digital campaign, and a dedicated section on Bennet’s e-commerce platform, taking Frozen Books beyond the aisles and bringing reading closer to people.