Despar returns on-air with its new campaign dedicated to its S-Budget value range
Despar returns on-air with its new campaign dedicated to its S-Budget value range
- Information
Despar has launched the new national campaign dedicated to its value range S-Budget, focusing its communication on the theme of saving through the concept “All this for less than 15 euros”.
The channels
The campaign, devised by creative agency AD 010 and planned by media agency Initiative, is being developed through a cross-screen digital strategy across connected TV, desktop and mobile. The campaign, running until 13 October, includes geo-targeted activity on Mediaset Play, with Lanner formats on connected TVs, Spotify, with no-skip audio and targeted banners, Facebook and Instagram, as well as a geo-targeted activation on Amazon Fire TV.
The concept
The campaign concept places at the centre a basket of 11 products from different categories, which can be purchased together for less than 15 euros, thus making the value of S-Budget’s affordability immediately tangible. S-Budget is now a national range thanks to the joint efforts of Despar Italia and its members, who have extended the range to all 17 Italian regions in which the banner is present, with more than 250 food and non-food product lines and average savings of up to 30% on the shopping basket.
Characterising the campaign is the animated purse icon, a distinctive element of the creative that immediately conveys the S-Budget philosophy: offering an affordable proposition, with lower prices and quality guaranteed by the Despar brand.
The comment
“Affordability and attention to protecting families’ purchasing power represent an ongoing commitment for Despar, which we want to translate into concrete and accessible propositions,” comments Filippo Fabbri, General Manager of Despar Italia. “With S-Budget, we want to offer a concrete response to different spending needs, through a broad assortment of everyday products that are accessible and high quality. We chose to present this proposition through a simple and immediate message, capable of making the value of affordability tangible. S-Budget thus expresses Despar’s desire to be ever closer to its customers, with a proposition designed to support them in their everyday choices and meet their daily shopping needs.”
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.
