We placed an actual DIA% inside Big Brother, the famous 24-hour reality TV show (media first). It worked as a regular supermarket. Contestants had to earn time to shop (instead of money), obtained by winning weekly games. More time meant more groceries. The anxiety due to the lack of time caught viewers’ attention.

The supermarket became the new medium to communicate Dia%’s messages in a credible way because cameras were on 24 hours a day.

In just three months…- Dia% private label sales increased by 22.9% (market average: 2.6%)- Gained 5 points of market share nationally (Source: Nielsen)- 81% of clients remembered the games used by Dia% in Big Brother- 71% of non clients expressed future buying intention (Source: CCR Cuore)