Selex announces a strategic relaunch and development plan for the A&O convenience store brand

Selex Gruppo Commerciale has announced a new development programme for A&O aimed at strengthening the role of the banner as a neighbourhood supermarket, through a more distinctive positioning and communication capable of highlighting, alongside thevalue for moneythe quality of the offering, the service and the ties with local areas.

A central element of the initiative is a new communication strategy deployed across various tools and channels and aimed at consolidating the daily relationship with customers and strengthening the brand’s presence in the areas where it operates.

The evolution of A&O

The 2025 saw the brand consolidate its commercial results with 685 million euros in sales revenue, a growth of 6% on a like-for-like basis across a network of 368 stores.

The new relaunch and development plan comes against a backdrop of significant expansion of the distribution network, which during the first half of 2026 marks an important development for A&O, thanks to the arrival of Etruria Retail through the partner company Gmf, part of the Unicomm Group, which expands the network by approximately 270 new stores, extending the A&O network to approximately 640 stores in total, covering more than 150.000 sq m of sales area.

The new communication campaign

The new national campaign and its related communication assets are the operational driving force behind the project. The strategy defines a contemporary positioning that combines simplicity and quality of the offering with value for money and service, for tangible proximity to people and local communities.

A key element of the new communication is the new character A&Olina, the new face of the brand and a distinctive element of the new campaign, which helps make the brand’s values and tone of voice more distinctive.

The new communication journey also involves strengthening the brand’s digital presence through the launch of the national Instagram profile of A&O, a strategic channel for strengthening direct dialogue with consumers through institutional, promotional and entertainment content.

After an initial teaser phase, featuring the debut of A&Olina and the launch of the Instagram channel, from 14 September the new institutional campaign dedicated to the brand’s founding values gets into full swing. The integrated plan will synergistically cover national and local radio, social media, digital channels and in-store Pop materials, for the final four months of 2026 and throughout 2027.

Support and investment in the brand

To ensure the full success of the new strategic plan, Selex Gruppo Commerciale has planned a significant increase in advertising and marketing investment dedicated to the A&O brand, with the aim of increasing its awareness and reputation over the long term.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.