The value of great stories lies not only in what they tell, but in their ability to withstand the test of time—remaining as fresh as the day they were written and always ready to accompany us at every stage of life.
“Frozen Books,” Bennet’s new integrated campaign, stems from this insight. With it, DDB—now in its new configuration as BBDO—continues its journey alongside the brand to support reading in our country.
Great literary classics—those that have no expiration date and are preserved over time—are displayed where freshness, practicality, and immediate availability for consumption find their ideal expression: in the frozen food aisle. An unexpected way to spark people’s interest in books, presenting them as a “ready-to-use” solution to nourish the mind with ideas, reflections, and emotions that are always relevant. The books displayed in the freezers, and available for purchase, are selected according to categories that reflect moments, moods, and desires we all experience, helping guide each person toward the most suitable title.
The experience, available in all Bennet stores, is complemented by communication materials and in-store radio, and supported by a social and digital campaign connected to a dedicated section of the brand’s e-commerce platform—creating full integration between offline and online journeys.
“Frozen Books is part of a communication journey appreciated by our customers and recognized both nationally and internationally. Over time, it has proven capable of combining effectiveness, originality, and cultural impact,” comments Riccardo Ranucci, Marketing Director of Bennet S.p.A. “With this initiative, we aim to bring books and reading back to everyone’s attention, exemplifying Bennet’s commitment to developing and supporting activities that create value through communication.”Luca Cortesini, CCO of Omnicom Advertising, adds: “Following the results achieved internationally, as well as those obtained at the latest ADCI Awards—which celebrated our work alongside Bennet—it is an honor to continue our commitment to supporting culture with a client that keeps growing and that boldly believes in this vision together with us. We do it—and will continue to do so, as we are already working on a new project—in the only way I believe is right: intelligently. Because the activities designed to promote culture must themselves be intelligent.”
