In Rome, a Carrefour market taps into nostalgia

A supermarket in Rome, now owned by Carrefour, was looking to celebrate the 50th anniversary of its opening. Meanwhile, battling the economic crisis, Italians had started to cut back on groceries. The solution was a one-day promotion in which some prices were rolled back to 1961—a time of economic boom in Italy. That also meant posting prices in lira rather than the newer, controversial euro. For further nostalgia, the campaign copied the look and feel of ’60s ads.

The campaign went beyond a simple discount event, because more consumers visited the store for a few days even after the event ended. (The event itself attracted 20,000 customers, and over the next few days, the supermarket got a 25 percent boost in traffic.) People usually yearn for the past in times of economic crisis, and this promotion managed to provide a sense of the security and trust that today’s consumers associate with times long gone by.

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