Crai Group Launches 'Doniamo Un Sorriso' Initiative

By Publications Checkout
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Crai Group Launches 'Doniamo Un Sorriso' Initiative

Italian retailer Crai Group has launched the 'Doniamo un sorriso' ('Let's give a smile') campaign, a solidarity initiative to support the Dottor Sorriso Foundation.

From February 25 to March 10, in over 2,000 Crai Group stores throughout Italy, consumers can donate €1 in addition to their shopping in order to make hospital life easier for children.

All customers who join the initiative will receive a red nose, the emblem of the professional clown-doctors of the Dottor Sorriso Foundation.

Consumers are encouraged take a selfie to share on social media with the specific hashtag #chihacuorehanaso (#whohasahearthasanose), in order to offer their support to the campaign.

The initiative will involve all stores of Crai Group, including both food and drugstore channels.


A wide-ranging communication campaign will also support the initiative throughout all the Group's media channels, including its website, social networks and in-store radio.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Alessandra Arosio. Click subscribe to sign up to ESM: European Supermarket Magazine.

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