The Challenge
In Italy, the publishing sector is struggling, and book sales continue to decline. A 2024 study by the National Statistical Institute, "Book reading in Italy", highlighted that 2 out of 3 Italians don’t even read a single book a year. However, there’s one thing Italians love to read: over 9 out of 10 pay special attention to food labels. Bennet, an Italian leader in mass retail, is known for its wide range of products in addition to food, including books, though the latter are among the least bought items. The brand wants to boost book sales in its departments and on its e-commerce site, due to the excellent profit margins they provide and their role as a distinctive element compared to competitors. To do so, Bennet aims to raise awareness of the importance of reading as a fundamental part of complete well-being. In this way, it can achieve a strong commercial advantage and improve its reputation, distinguishing itself for its social role.
The Solution
To increase book sales, we transformed the packaging of the best-selling foods into a media to get people hooked on a story. We selected 5 best-selling foods from Bennet’s private label – milk, rice, biscuits, beans, tea - and we searched 5 classical literature best-sellers by authors of different gender and ethnicity that mention these foods. We then completely redesigned their food packaging, inserting excerpts from books and keeping the name of the food prominent, making it the first visible element. We displayed the new packaging on the shelves of Bennet stores, instead of the traditional ones. Colours and fonts combine the world of food with the one of publishing with a disruptive visual impact, aiming to attract the attention of customers. Every pack invites customers to continue reading the story, by buying the corresponding book in store and on the e-commerce website, via a QR code.
