Metro Group's Real banner has launched an extensive Italian-themed customer promotion, running in stores from 7 to 19 October.
While the retailer has added three new Italian food brands to the range for the fortnight in question - including sparkling Italian wine, antipasti, fresh pasta, buffalo mozzarella, prosciutto from Parma - Real will also be offering non-food items such as Italian fashion brands, a Gaggia coffee machine and CDs featuring Eros Ramazzotti and other Italian singers.
"We want to make the Italian way of life for our customers experience - including of course, authentic Italian food. We are proud to offer the finest products of the Italian group Finiper," Real's managing director for food and non-food Patrick Müller-Sarmiento said.
"As a hypermarket, we also have the opportunity to offer Italian products in the non-food sector and to create an emotional shopping experience with Italian charm for our customers," Müller-Sarmiento added.
According to Real, the layout of the advertising for the promotion is reminiscent of the typical four-tiered Italian meal, including the antipasti, primi, second and dolci courses. 'In addition to lots of information on the origin, quality, taste and price of each food are also in inspiring recipe ideas, which can be accessed by scanning a QR code', the retailer said.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
