S-market is a national supermarket in Finland. The poster was part of the brand's Christmas campaign. It follows the brand's new communication concept. In the concept, life is food: Meaningful moments that food causes or enables. Moments can be big or small, everyday or festive. The main goals of the campaign were to reach a wide target group and gain attention, as well as to improve the image of quality.

The Christmas campaign set S-market's all-time record in recall (89 %). The image of quality also improved significantly. Outdoor advertising played a significant role in gaining attention. It was the second most noticed media after TV advertising.