Latte Arborea and BBoard together in an in-store promotional project for back-to-school 2026

Latte Arborea entrusted Gruppo BBoard with the design and implementation of the promotional activation dedicated to back-to-school 2026, one of the most strategic occasions in the retail calendar.

At this time of year, when the desire for a fresh start is accompanied by the arrival of new challenges and milestones for younger children, Latte Arborea therefore placed young people’s perceptions at the centre, with a message of energy and wellbeing.

The concept and set design

The project, launched in mid-September and active until the first weekend of October in numerous key Gdo outlets, revolves around the creative concept “Let’s blast off again!”, designed to reinterpret the iconic symbols of the school world through a fantastical, space-themed lens and bring them together with the Arborea world.

The protagonist of the activation is a spaceship-shaped set, fitted with coordinated large-scale elements, including a large three-dimensional pencil placed on the roof of the structure, inside which the brand’s products and campaign communications are integrated.

The aim is to guide consumers through a seamless journey, from visual engagement through to guided tasting; and, to respond flexibly to the different floor areas and display opportunities of commercial spaces, the format has been engineered in three modular configurations with high visual impact, capable of ensuring stylistic continuity in every display context.

The business unit activities

To ensure a single end-to-end direction, Gruppo BBoard synergistically engaged its specialised business units. On the one hand, BBoard Services oversaw the project’s structural and technical aspects, handling its engineering as well as the rental, graphic customisation and precise positioning of the refrigerated displays within the set design.

On the other hand, BBoard Com handled the bespoke production of all materials, the experiential and promotional dimension in the field, managing both merchandising and the selection and coordination of qualified hostesses, who were employed in activities for younger children and product-trial activities.

The comment

“Let’s Blast Off Again! represents the practical expression of the way we work. When our business units operate in complete synergy under a single direction, we are able to make the most of the creative idea throughout the entire execution chain,” said Massimo Sala, ceo of Gruppo BBoard. “For Arborea, we did not limit ourselves to creating a visual display, but connected production, logistics and the in-store presence provided by hostesses, transforming a promotional challenge into a solid, efficient retail experience with a strong focus on sell-out.”

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.