This 2-minute film aired on all major Italian TV channels during prime time. It was also simultaneously released online on all Esselunga social channels.

This film was aired during the Sanremo Music Festival, the most popular Italian music competition, held annually in the city of Sanremo, Liguria. It is the longest-running annual TV music competition in the world and, from a media standpoint, it is the “SuperBowl of Italy”. This film is set in Liguria (where the song contest takes place) and features “Ti lascio una canzone”, an iconic song by Gino Paoli, one of the most famous Italian song-writers and prominent exponents of the Genoese School, an art movement developed and rooted in Genoa, Liguria.

The narrative centers around a girl, Arianna, who wants to move away from home. This choice doesn’t yield the approval of her dad, who struggles to cope with the transition. On the notes of the iconic Italian song 'Ti lascio una canzone', an old memory reunites father and daughter.

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.

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.