The Italian hypermarket and supermarket chain Bennet has launched “Frozen Books”, a campaign that proposes integrating reading into the most everyday context of consumption: shopping at the supermarket. The initiative places the books in the freezers of its establishments, transferring to the cultural field the logic of convenience associated with frozen foods: products always available, ready to consume and capable of retaining their value over time.

The action, developed by BBDO Italia, responds to the insight that great stories do not expire. Under this premise, the brand has relocated literary classics in an unexpected space to redefine them as an immediate solution that serves to nourish the mind, in the same way that frozen products solve practical daily needs. The proposal is deployed in all points of sale, accompanied by in-store communication, internal radio and a digital extension connected to the company’s e-commerce.

According to data cited by the brand, two out of three Italians do not read a single book a year. Faced with this reality, Bennet proposes a change of approach: bringing reading closer to the moment of purchase, eliminating barriers such as lack of time or distance from traditional spaces for cultural consumption.

The books are thus organized into categories linked to moods, vital moments or emotional needs, facilitating the choice and reinforcing the idea of ​​reading as a practical and accessible tool. In this way, the campaign captures attention visually and also seeks to intervene in behavior, integrating culture into habitual routines.

“Frozen Books” continues Bennet’s strategy of promoting reading within its value proposition “We want to return books to the center of attention and demonstrate that communication can also generate cultural value”said Riccardo Ranucci, Marketing Director at Bennet.

For his part, Luca Cortesini, Chief Creative Officer at Omnicom Advertising, highlights the strategic approach of the initiative: “Actions that promote culture must be, in themselves, intelligent.” With this campaign, the brand reinforces its positioning beyond retail, using the point of sale as a cultural space.