Mission to increase footfall
Esselunga was the first-ever Italian supermarket chain to introduce card-based customer loyalty programmes in 1995. It knew how to influence consumer behaviour but was looking for new ways to stand out.
Esselunga wanted to create more value for its loyal customers by surprising them with a kid-focused loyalty programme that would also expand their customer base. BrandLoyalty and Esselunga created a massive marketing activation plan to bring more consumers to Esselunga’s stores, while getting ‘free advertising’ from national media exposure.