The shopping cart continues to find space outside the supermarket. After decades associated with everyday purchases and, especially, in the imagination of older generations, the object has been gaining presence among young consumers who also use it to go to the beach, attend festivals, have a picnic or visit markets. Cruzcampo has decided to take advantage of this evolution to bring one of those timeless objects to its own brand territory.
The company has presented a limited edition of the shopping cart in collaboration with the Spanish firm Rolser. The model maintains its recognizable structure, with a four-wheeled chassis and a cotton bag, but incorporates a design created for Cruzcampo and different charms inspired by the brand to personalize it.
The launch is part of the “Cuarto y mitá” campaign, with creativity from Ogilvy, and uses precisely the generational contrast around the car as a starting point.
From grandmothers to new generations
The renewed interest in this object does not come only from the campaign. Cruzcampo remembers that the magazine Monocle In 2025, it brought the Spanish car to its cover and presented it as a new object of desire among urbanites. According to data provided by Rolser, the shopping cart is present in 63% of Spanish homes, while the Alicante company also markets its products in other European markets, the United States and Japan.
New contexts have been added to its traditional usefulness. Beach, picnic, festivals, laundromats, flea markets or small removals appear among the uses that the brand detects among younger consumers. The phenomenon allows Cruzcampo to work with an object that fits with a territory that he has been exploring for some time in his communication: the vindication of customs, expressions and everyday elements linked to his roots, transferred to contemporary codes.
“Reclaiming the roots does not necessarily mean leaving them as they were”they explain from the brand. “The Cruzcampo x Rolser car is the fashion accessory that no one expected in 2026, and it comes to express important values such as authenticity and pride in one’s roots in a fun way.”
Personalization through charms It also reinforces that aesthetic update. The small pendants, popularized in recent years as elements to personalize bags, are transferred here to the cart and allow the object to maintain its function while acquiring a component of personal expression.
It is not the first time that Rolser collaborates with a big brand to use the car as a communication object. In 2024, Lidl presented together with the Alicante company a customizable model with 18 stickers of its corporate identity. That launch was integrated into “La Molería”, the platform with which the supermarket grouped products aimed at its fans, from sneakers and heels to clothing items.
In both cases, the starting point is similar: an everyday object taken to the brand’s terrain, although the treatment is different. Lidl incorporated it into its universe of merchandising and community, while Cruzcampo uses it as a symbol of a custom that crosses generations and that now finds new codes of use and aesthetics.
Carmina Barrios and Paula Sevillano face two generations
This encounter between the traditional and the contemporary also articulates the launch campaign. Cruzcampo has brought together Carmina Barrios and Paula Sevillano, representatives of two different generations, in a piece filmed in a food market in Seville and in which real workers from the space have also participated.
The story presents a clash between the two in the halls of the market with the cart as the central element. Carmina Barrios appears as a regular user of the object and links it to a way of understanding purchasing that also incorporates the daily relationships of the neighborhood.
“Going to the market with my car has always been much more than filling it with my tomatoes, my olives or my parsley. Good mornings with your neighbor, the conversation with the baker and the stop at the usual bar to have a beer are the little things that make life happier”explains the actress.
Paula Sevillano approaches the same object from another code: “Sometimes we insist on looking for trends outside when what is truly authentic is around the corner, in your own neighborhood. I love the shopping cart, it is a fashion accessory, and our grandmothers already knew it.”
The Cruzcampo x Rolser cart is sold for a limited time on the Rolser website for 89.95 euros and includes an assortment of charms from Cruzcampo.
The campaign has been developed by Ogilvy as a creative agency, dentsu X in media and N Team Comunicación in public relations. The film was directed by Julian Grochowicz and produced by WPP Production.
More info: Rolser x Cruzcampo
