Italian retailer fights reading decline by printing Madame Bovary on packs of biscotti

After a bit of an uptick during COVID lockdowns, the percentage of Italians who read for pleasure dropped back to one of the lowest rates in Europe. In 2022, just 35.4% of people over the age of 16 read at least one book for a reason other than school or work. Aiming to help everyone rediscover the joy of reading, Italian hypermarket chain Bennet is turning everyday food packaging into a pint-sized literary platform. Its new Good To Read Packs provide a taste of celebrated novels, with excerpts printed on milk cartons, boxes of rice and tea, cans of beans and packs of biscotti. Authors currently on offer include Flaubert, Salinger and Murakami.

As Bennet underscores in an accompanying campaign, books are vital nourishment for human minds. Beyond the new packaging, the retailer has also expanded its in-store book selection to include a broader range of classics and contemporary bestsellers. The move exemplifies the evolving role of brands in consumers' lives, delivering value beyond their core offerings; by wrapping groceries in literature, Bennet demonstrates that everyday customer touchpoints can be reimagined as channels for cultural engagement and personal growth.