Whether you go to the grocery store to buy food for your Sunday lunch, the ingredients to make a cake, fresh fruit, or simply some basil, there is a story behind every item you put in your cart. This campaign aims to highlight the importance of grocery shopping: it’s not just about purchasing food, it has a much broader, symbolic value.

In the film, the young daughter of a separated couple sneaks away from her mother to grab a peach in the fruit section of an Esselunga supermarket. Later in the film, when her father comes to pick her up, the little girl hands the peach to him stating that it’s a gift from the mother, in a attempt to improve the relationship between her two parents.

This Esselunga series has been one of the most successful campaigns in recent years in Italy. “The Peach” ad, in particular, generated 136k mentions and 2.5 million interactions within the first 48 hours. The hashtag #Esselunga was the #1 trending topic on X for 4 days in a row. Arguably, it is the most talked-about ad in Italian history.