Here’s a commercial you have to think about. Continente is a huge supermarket chain in Portugal. The Fuel Lisboa ad is all about a mum’s desperate efforts to pick up her son on time . Her car overheats, she ditches it and hails a taxi, gets stuck in traffic, hitches a ride on a motorbike, reaches a road block, borrow a bicycle…is late nonetheless…
…Asks son if he was worried. He says, “I knew you would come.”
Stop feeling for a moment and think. It’s an ad for a supermarket. And the tagline is, Trust. It matters to you. It matters to us.
Does trust come into supermarket decisions? Does the ad make the word, overstatement, flash in your head like a warning signal?
It’s an intriguing platform for a supermarket chain. It’s the traditional domain of financial institutions and insurance companies. The weekly shop is not a high risk undertaking. Continente dominates its market.
The idea was born because Continente was voted one of Portgual’s most trusted brands by Reader’s Digest. Woolworth’s, Coles and IGA were Australia’s three most trusted supermarkets.
Did you know? Do you care?
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