Italia

The supermarket chain, renowned in all the country’s provinces besides Buenos Aires, has launched its new commercial, “Sharers of the Real Deal”, as part of its 2024 campaign, whose aim is to continue to promote the increasingly-far-reaching product line of the company’s own brand.

With production in the hands of Rubicon and direction in the hands of Juan Hirak, the advertising spot that the agency lead by Mariano Pazos created seeks to reflect that insight so common in this field: when one discovers that an own-brand product can be as good as one from so-called “top brands”, and hence one wants to share it with everyone. “Give it a try and call me.”

The commercial is part of a comprehensive campaign which will be complemented with visuals, out-of-home advertising, radio spots, and various digital formats.

“Sharers of the Real Deal” is a campaign concept which allows us to capture one of the nicer things in the world: being able to share with someone the discovery of something very good. And today, La Anónima’s own brand is giving us all more than 500 reasons to confirm this”, shared Gonzalo Bonilla, Creative Manager of ITALIA.

“The possibility to continue to work with La Anónima, building such a valuable and federal brand, makes us very happy, and even more so when we find out an alternative way of telling a truth as powerful and universal as the proud recommendation of sharing small findings in supermarkets”, added Agustín Obregón, General Creative Manager of the agency.

“We are so happy with the campaign’s results. We are seeking to bring forward a proposal of excellent quality, at an affordable price, which our clients can enjoy and share. At the same time, we are pairing the campaign with a powerful communication strategy”, stated Marion Schulz, La Anónima’s Digital and Marketing Manager.

Last but not least, Lucas Tapia, General Account Manager and Partner of ITALIA, explained: “The product line of La Anónima is one of the main assets that the brand has been offering since many years ago, and these products appear on many tables in this country. That’s the reason why, when the brief came to our hands, we automatically thought about the importance in the present context of being able to recommend someone any of those products, which represent a quality-to-cost ratio so beneficial for people. And that’s the path we followed.”