Esselunga's peachy plan

A new campaign for Esselunga, an Italian grocery store chain, features a young girl, her mother and a piece of fruit that is the centre of a cunning plan.

Created by SMALL New York and directed by Rudi Rosenberg through Indiana Productions, the two-minute spot, called The Peach, sees our young hero, Emma, hatch a plan involving a peach purchased during the mother and daughter's shopping trip.

We watch as the focussed Emma gives nothing away until the final scene, at which point the peach's purpose is brought to light and the commercial tells us that "your groceries are more than just groceries.”  

"The campaign aims to highlight the importance of grocery shopping: it’s not just about purchasing food, it has a much broader symbolic value," said Roberto Selva, Chief Marketing & Customer Officer of Esselunga. "For every product we put in the cart, there is a deeper meaning than we’re used to thinking about. Esselunga is synonymous with quality and convenience and knows that your groceries are never just groceries: that's why we’re committed to always offer the best to our customers."