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 was the second installment of the Esselunga campaign and was aired during the Christmas holidays. The film, once again, focuses on the emotions of people within their day-to-day lives.

The film tells the story of Carlo, Marta, and their friendship that endures the test of time thanks to a fil rouge centered around a walnut. The story revolves around the gift exchanged by the two children: a gift that, 15 years later, becomes an unexpected Christmas surprise.

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.