Decò celebrates its 20 anniversary with a competition and a national TV campaign on Mediaset networks

Decò celebrates in 2026 its first 20 years of activity with a comprehensive plan of commercial and communication initiatives that will accompany the brand over the coming months and involve the entire network.

The story

Founded in 2006, Decò has spanned two decades of profound changes in distribution and consumer behaviour, building a strong and recognisable identity over time. A decisive step in the brand’s growth came in 2014 with the strategic agreement between Multicedi and Gruppo Arena. Today, the two companies share ownership of Decò Italia equally, continuing an entrepreneurial partnership that has successfully leveraged expertise, experience and roots in their respective territories.

The brand’s growth is now based on several strategic pillars: the central role of Decò and Gastronauta own-brand products, the complementarity between the directly managed network and franchisee entrepreneurs, the evolution of the formats, and a commercial policy focused on combining value for money and value for the consumer.

The celebratory competition

The SuperCompetition 20 years Decò, running from 14 September to 1° November, is one of the main initiatives dedicated to the twentieth anniversary. With a total prize fund of over 1,2 million euros and more than 50.000 prizes, the campaign developed by Multicedi and Gruppo Arena aims to further strengthen the relationship between the brand and its customers.

The prizes include 20 Fiat cars 500 1.0 Hybrid, 20 Honda SH scooters 125 ABS, 200 Samsung smart TVs, 200 Atala bicycles, 50.000 Decò gift cards worth 5, 10 and 20 euros, and 2 travel vouchers.

Participation in the competition involves three simple steps: download or update the Decò app from Multicedi or Gruppo Arena; present the loyalty card at the checkout before payment, through which the customer will receive a game token in the App for every 20 euros spent; finally, use the tokens collected to immediately discover whether they have won a prize.

The commercial initiatives

The Decò own-brand product range will also play a leading role in the twentieth-anniversary initiatives: from 11 September to 10 October, loyalty-card holders will be able to benefit from a discount of 10% at the checkout on all Decò own-brand products.

From 11 September to 27 December, there will also be room for “Anniversary Products”, an initiative involving some of the leading brands in the fast-moving consumer goods industry. More than 40 products will be highlighted in the brand’s promotional leaflets, with particularly advantageous terms reserved for loyalty-card holders.

The commercial initiatives developed for the twentieth anniversary represent one of the strategic levers of the entire project, with the aim of offering customers tangible opportunities to save, involving the entire network of Decò stores operated by Multicedi and Gruppo Arena, and further strengthening the brand’s positioning and identity in the areas where it operates.

The media plan

Supporting the twentieth-anniversary initiatives will be a comprehensive media plan, developed to amplify the visibility of Decò’s 20 years and generate traffic and interest for stores throughout the network.

The plan will include out-of-home advertising campaigns, radio spots on local and national broadcasters and on in-store radio stations, digital campaigns, social media activities and a national television campaign.

For the first time, in fact, Decò will feature on national television networks Mediaset, with a celebratory campaign dedicated to its twentieth anniversary, scheduled from 14 September to 3 October and accompanied by communication about the main commercial initiatives and the SuperCompetition.

Comments

Gabriele Nicotra, General Manager of Decò Italia, says: "The twentieth anniversary represents an important opportunity for Decò to celebrate the journey it has taken and, at the same time, provide fresh impetus for the brand’s development. We have built a project that brings together value for money, Decò own-brand products, customer loyalty and communication, with initiatives designed to involve the entire network and further strengthen our relationship with our customers. The SuperCompetition and, for the first time, a campaign on national television networks give the twentieth anniversary an even broader dimension and demonstrate our determination to continue investing in the recognisability and strength of the Decò brand. The aim is to turn the strength of this anniversary into new energy for the brand, continuing to make it ever more recognisable, competitive and close to our customers".

Giovanni Arena, Chief Executive Officer of Gruppo Arena and President of Decò Italia and Gruppo VéGé, says: "Twenty years represent an important milestone, but for us they are above all a point from which to begin again. The partnership built with Multicedi has demonstrated over the years the value of a shared entrepreneurial vision, capable of bringing together different expertise, territories and organisational models around a common project. Decò has grown while keeping the customer at its heart and building a relationship with families based on trust, value for money and quality. Today we have chosen to celebrate this anniversary by continuing to invest in the brand: the SuperCompetition, the commercial plan and the debut on national television networks are part of a broader strategy designed to strengthen the brand and create value for the entire network. We look to the coming years with the same pragmatism and capacity for innovation that have accompanied our journey to date, aware that growth is built by continuing to invest in the future".

Harald Antley, Chief Executive Officer of Multicedi, says: "Celebrating Decò’s twentieth anniversary means looking back on an extraordinary journey of growth and consolidation in the large-scale retail market. Our strength comes from our ability to constantly evolve the brand, making it a benchmark for quality and value for money. The debut on national television networks and the launch of this major promotional campaign represent a historic turning point that rewards the trust of our customers and demonstrates the strength of our strategic alliance. This anniversary is not only a milestone, but also the industrial and commercial foundation on which we will continue to invest, focusing decisively on innovation in our formats and the development of the Distributor’s Brand to meet the challenges of the future".

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.