Italian retail consortium SUN has teamed up with broadcaster Mediaset for the product placement of its private label range in a popular reality TV show.
The group's Consilia brand products will be featured in 'Grande Fratello VIP' (Big Brother VIP), during the programme's three-month series.
Contestants of the reality show, presented by Ilary Blasi and Alfonso Signorini, will undergo the judgment of the audience as they complete a number of tasks while living in the same house. During this time, the competitors will use products from the Consilia brand, purchased at Gruppo Romano Supermercati.
The grocery shopping will be single-branded, so the pasta, biscuits, yoghurts, bread, cereals and other products consumed by contestants at breakfast, lunch and dinner will all be of the Consilia brand.
Showcasing Products
According to SUN Group general manager, Stefano Rango, the reality show is an important showcase for the Consilia brand, adding that the company's intention was to “reiterate the mission of the SUN consortium of marketing products that will satisfy the different tastes and different needs of every single consumer".
In addition to the promotion of the brand on TV, Grande Fratello VIP's website will feature clips dedicated to some of the products used in the house.
SUN (Supermercati Italiani) consists of local grocery retailers Gruppo Romano Supermercati, Italbrix, Gruppo Gabrielli, Cadoro and Alfi, operating stores in north and central Italy.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
