8legs: Bennet s.p.a.

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Bennet returns to promoting reading during grocery shopping with a new communication project: “Frozen Books.” - Roastbrief US

Bennet launches an integrated 'Frozen Books' campaign placing classic titles in freezers across Bennet stores.
The campaign is led by DDB Italy, now operating as BBDO Italy, building an offline-online journey for readers.
The initiative includes in-store radio, materials, and a social-digital campaign tied to Bennet’s e-commerce section.
Riccardo Ranucci, Bennet Marketing Director, frames the project as a long-term culture-supporting effort.
Luca Cortesini (Omnicom) highlights international results and ADCI Awards as motivation to continue.
Campaign credits name BBDO Italy as Agency; key roles include CCO Luca Cortesini and ECD Samantha Scaloni.
The campaign was announced in April 2026 and aligns Bennet with cultural-promotional goals.
Bennet intends to continue evolving the project with new ventures in culture promotion.
The campaign integrates offline and online journeys to boost reading engagement.
Framing reading as a ready-to-use solution in shopping aisles positions books as practical lifestyle items.

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