GOOD TO READ PACKS

Is taking care of our bodies enough to feel good? While 94% of Italians read nutritional labels to eat better, they don't seem to pay the same attention to how they nourish their minds, considering that nearly 60% do not read even one book a year.

This is the starting point for the new "Good To Read Packs" campaign developed for Bennet. It follows in the footsteps of "Hungry for Culture," a project launched in 2022 with the goal of bringing reading back into the daily lives of Italians.

Once again, the creative approach aims to engage people directly, transforming ordinary habits and gestures into moments of reflection to inspire change.

The project begins with the packaging of several essential products. Through a sophisticated redesign, excerpts from great literary classics have been integrated onto the labels. These excerpts were chosen based on a specific point of contact: they each mention the very product that "hosts" them. In this way, the reader is transported into the heart of a story and encouraged to keep reading via a QR code found on the pack.

The objective is clear: to transform the moment we focus on nourishing our bodies into an opportunity to raise awareness about the need to nourish our thoughts.