The creative execution is strengthened by the placement of the communication. What we are asking is shoppers' collaboration, by contributing a part of their shop. And we are communicating it to them in an original, distinctive way, throughout the shopping experience, from the time they go into the store with the trolley to the moment they leave with their purchased goods.

The results of this media action are measurable because the food collection point is on the way out of the superstore, where you can check the effectiveness of the message, which first makes shoppers think and then demonstrates whether they collaborate by handing over a contribution.