Esselunga offers free sunscreen in Italy
As one of Italy’s largest supermarket chains, Esselunga is known for putting customers first. In a creative out-of-home campaign, they extended this care beyond their stores by partnering with Sundo and LILT (Lega Italiana per la Lotta contro i Tumori), the Italian Cancer League, to offer free sunscreen dispensers in busy public areas.
Beyond customer experience
LILT, which is dedicated to cancer prevention and health education, was a natural fit for Esselunga’s mission to promote skin health and wellness in local communities. But why would a supermarket chain step into the world of sun protection? This campaign was about much more than sunscreen—it was about connecting their brand with a higher purpose. By providing free sun protection, Esselunga showed they care about the health and safety of their customers, even when it’s outside the realm of groceries. This was a powerful example of purpose-driven marketing, where the focus wasn’t on selling products but on making a positive impact in people’s everyday lives.
Meaningful brand associations
Esselunga's campaign proves you don’t need to be a cosmetics or sunscreen brand to leverage sun protection for marketing success. By partnering with LILT, Esselunga aligned their brand with a cause that resonates deeply with the public. This initiative reminded everyone that sun safety is for all, and protecting your skin is as important as any other health-conscious choice—a message that fit seamlessly with Esselunga’s brand values.