After the serious financial and corporate crisis suffered in 2018, the Dia supermarket chain undertook a transformation process that involved, among other things, revising the catalog and renovating the stores. The strategy has driven business growth and also consumer perception and brand reputation, opening a new stage that the company now celebrates and consolidates with a new positioning.

Legitimized by a change that has been worked on over recent years, Dia has reformulated its brand purpose to convey, on the one hand, its commitment to making life easier for consumers, and on the other, its ambition to be the preferred supermarket both in store and in e-commerce. Thus, it abandons the motto “Closer every day”, which has defined its communication in recent years, to deploy the “By your side” platform, which it plans to execute over the next three years. Dia’s new purpose is “By your side to bring life to everyday life in each community,” and reflects the closeness with which the company operates every day.

“Simplicity is the new everyday luxury“, commented Pedro Devesa, Growth Director of Dia España, during the campaign presentation event. “For a long time we have strived to do more, and do it better. This is seen in the new positioning, “By your side”, which reflects our ambition and desire to be day-to-day allies, help, and generate excitement.“.

Dia aims to reinforce its positioning as a supermarket that makes shopping easier, and that helps customers save time and money, without neglecting quality and convenience. The company assures that the new proposal is supported by the capillarity of its network of renovated supermarkets, which includes around 2,350 establishments; a fast online channel; and a complete assortment that offers freedom of choice between own brand and manufacturer brands.

All of this is already, as the chain explains, in the daily conversation of consumers, who have perceived the transformation carried out by the supermarket. And that is precisely the insight that articulates “Seriously. Very good”, the campaign that communicates the new positioning. The creative concept is based on the real perception of clients, collected after conducting focus group sessions and active listening processes.

Thus, “Seriously. Very good” gives voice to that perception, and reflects the words that, as Día points out, customers spontaneously pronounce when referring to the supermarket’s big change. With this, the brand pays tribute to the trust of its customers, while inviting those who are not customers to discover its proposal and approach the brand. The thinking is that the new Day no longer needs to be explained, because it is being lived.

The Perceptible agency, founded in 2023 by Juan Nonzioli after his departure from Shackleton, has been in charge of the strategy, creativity and production of the campaign, which has involved almost a year of work. “Seriously. Very good” has the collaboration of chef Hugo Muñoz, from the Michelin-starred restaurant Ugo Chan, where the campaign presentation event was held.

The choice of the chef responds to a connection of values ​​and the intention to elevate and sophisticate the brand, conveying the message that a good menu can be prepared with Dia products. “With the collaboration with Ugo Chan, Dia reinforces its commitment by showing its highest quality and bringing good cuisine to every home. Because with the right ingredients, it is possible to create surprising dishes without giving up savings.”said Florin Draghia, Marketing Director of Dia España, in a statement.

The advertisement also features choreography by Adrián Manzano, official choreographer of the singer Aitana; the making of film director Luc Knowles; and the original soundtrack by composer Toni Mir, Founder of Trafalgar 13 Music House and recently recognized with the c de c de Honor.
Dia also collaborates with the SAMY agency in communication and PR, having recently won the account that Román managed until now.

The objective of the campaign is to close the gap between perception and reality that some consumers still maintain. “Dia has changed. It’s not a slogan, it’s a fact. This is said by those who already trust our quality and our way of facilitating the purchase. We are inviting you to discover what we have built“, commented Ricardo Álvarez, CEO of Dia España, in a statement. “We want our own clients to tell what is happening at Dia. Precisely your opinion and comments are the origin of our new campaign because when an improvement is real, it is perceived, shared and recommended.”.

That story of recommendation and authenticity will extend beyond the spot. The company has planned a powerful national advertising campaign, the largest in recent years, according to company officials. The campaign will have executions on linear television, with activations in spaces such as “El hormiguero” and “La Revuelta”, as well as on connected television, radio, press cinema, digital platforms and social networks. WPP Media has developed the digital strategy.

In outdoor advertising, the brand has opted for an elegant humor approach to highlight details of its proposal, such as quality, national origin or the offer of fresh products. These are aesthetically simple pieces, with prominence of the copy and the products, and a clear and approachable language. They will be seen in key spaces, such as Plaza de Callao or Puerta del Sol, and the network of marquees in the country’s large cities, thanks to media planning by Initiative, an Omnicom Media agency.

“Seriously. Very good” is presented as an invitation to rediscover the new Dia and an effort by the company to reinforce its brand perception and amplify the strengths that have enhanced its value proposition. Dia closed 2025, beginning a new stage of growth and profitability by registering a net profit of 129 million euros, a notable change compared to the losses of 60.7 million the previous year. Furthermore, according to Kantar data, it reached a share of 3.8% and a penetration of 50% of Spanish households, which reflects growth compared to 2024.