United Imaginations: K-Supermarket turns 17,000 customer reviews into a 12-hour commercial
November 12, 2025
Hello Finns. Want to know what K-Supermarket, is like? Well, the Finnish grocery store chain and creative agency, United Imaginations, have taken customer feedback to a whole new level of dedication. It has collected nearly 17,000 customer comments and turned them into one big, loooong review [read: commercial]. One of the world’s longest advertisements, in fact. The ad runs for 12 hours, even breaking some international records at least in Europe.
The full commercial:
12 hours too long? Watch the trailer:
The chain gathered 16,814 responses from customers and asked much loved, recently retired news anchor Keijo Leppänen (now retired), a household name in Finland, to read aloud as many of them as possible, creating one of the world’s longest commercials.
The feedback was solicited by K-Supermarket to understand what Finnish shoppers truly value in their grocery stores. There were so many responses that the chain decided to say thank you by reading out as many as possible. The full-length version of the commercial was simply too massive for regular TV or radio slots, so it found its full home only on YouTube. The nearly six-hour version, however, will air overnight on November 15 and 16 on the Easy Hits radio channel. On TV, viewers can tune into Nelonen overnight on November 22 and 23 to see the marathon.
The dizzyingly long spectacle is a tribute to the chain’s customers and their everyday wishes.
“This autumn, we asked our customers online what makes their K-Supermarket a better-than-average grocery store. We were amazed by the nearly 17,000 responses we received and wanted to thank everyone in a special, joyful way. It’s clear that people care deeply about their local store and wanted to share their experiences with us. We value feedback immensely and in this case, we took it quite literally,” stated Milla Sorsakivi, marketing director at K-Supermarket.
When asked what they appreciate the most about their grocery store, 44% of respondents highlighted the product selection, 26% praised staff friendliness, 24% mentioned the staff in general, and 18% appreciated special offers.
The mountain of feedback was so enormous that Keijo Leppänen prepared for the reading marathon well in advance, both mentally and physically.
“As an experienced professional speaker, I accepted the challenge boldly. I spent the entire autumn protecting my vocal cords and training my diaphragm for the task. But after the marathon, I definitely needed recovery time. I didn’t speak a word at home for quite a while,” Leppänen joked.
So far, only a few people have seen the full version of the commercial, one of them being Heikki Karstu, a member of the creative team behind the ad.
“It was without a doubt the most unusual viewing experience I’ve ever had. I can highly recommend it to anyone seeking a meditative, grounding moment in life,” he commented.
Among the thousands of messages are stories such as one customer’s adorable shopping companion they always pick up from the store entrance, and another’s thoughts on the fish counter staff’s knife skills.
The feedback marathon can also be experienced live at a public event in Helsinki on November 29, starting at 11am. Teams will compete to see who remembers the most from this massive performance and anyone can sign up to participate at supla.fi/ksupermarket
Credits:
Creative Agency: United Imaginations Creative Director: Jyrki Poutanen Account Director: Ella Komulainen Copywriter: Nelli Pätäri Art Director: Matti Virtanen Account Manager: Maija Jokela Senior Creative, PR: Vilja Vehkaohja Senior Creatives: Jaakko Hovi & Nelli Immonen Designer: Sari Sälemaa Junior Copywriter: Heikki Karstu Executive Producer: Vertti Virkajärvi Director: Vertti Virkajärvi Still Photography: Konsta Leppänen DoP: Janne Häkkinen Sound: Ilkka Kunttu Props: Eveliina Alfström
Client: K-Supermarket Marketing Director K-Supermarket: Milla Sorsakivi Marketing Manager K-Supermarket: Sanna Helsto Project Manager K-Supermarket: Outi Oja Digital Media Specialist K-Supermarket: Mari Peltomäki
Hello Finns. Want to know what K-Supermarket, is like? Well, the Finnish grocery store chain and creative agency, United Imaginations, have taken customer feedback to a whole new level of dedication. It has collected nearly 17,000 customer comments and turned them into one big, loooong review [read: commercial]. One of the world’s longest advertisements, in fact. The ad runs for 12 hours, even breaking some international records at least in Europe.
The full commercial:
12 hours too long? Watch the trailer:
The chain gathered 16,814 responses from customers and asked much loved, recently retired news anchor Keijo Leppänen (now retired), a household name in Finland, to read aloud as many of them as possible, creating one of the world’s longest commercials.
The feedback was solicited by K-Supermarket to understand what Finnish shoppers truly value in their grocery stores. There were so many responses that the chain decided to say thank you by reading out as many as possible. The full-length version of the commercial was simply too massive for regular TV or radio slots, so it found its full home only on YouTube. The nearly six-hour version, however, will air overnight on November 15 and 16 on the Easy Hits radio channel. On TV, viewers can tune into Nelonen overnight on November 22 and 23 to see the marathon.
The dizzyingly long spectacle is a tribute to the chain’s customers and their everyday wishes.
“This autumn, we asked our customers online what makes their K-Supermarket a better-than-average grocery store. We were amazed by the nearly 17,000 responses we received and wanted to thank everyone in a special, joyful way. It’s clear that people care deeply about their local store and wanted to share their experiences with us. We value feedback immensely and in this case, we took it quite literally,” stated Milla Sorsakivi, marketing director at K-Supermarket.
When asked what they appreciate the most about their grocery store, 44% of respondents highlighted the product selection, 26% praised staff friendliness, 24% mentioned the staff in general, and 18% appreciated special offers.
The mountain of feedback was so enormous that Keijo Leppänen prepared for the reading marathon well in advance, both mentally and physically.
“As an experienced professional speaker, I accepted the challenge boldly. I spent the entire autumn protecting my vocal cords and training my diaphragm for the task. But after the marathon, I definitely needed recovery time. I didn’t speak a word at home for quite a while,” Leppänen joked.
So far, only a few people have seen the full version of the commercial, one of them being Heikki Karstu, a member of the creative team behind the ad.
“It was without a doubt the most unusual viewing experience I’ve ever had. I can highly recommend it to anyone seeking a meditative, grounding moment in life,” he commented.
Among the thousands of messages are stories such as one customer’s adorable shopping companion they always pick up from the store entrance, and another’s thoughts on the fish counter staff’s knife skills.
The feedback marathon can also be experienced live at a public event in Helsinki on November 29, starting at 11am. Teams will compete to see who remembers the most from this massive performance and anyone can sign up to participate at supla.fi/ksupermarket
Credits:
Creative Agency: United Imaginations
Creative Director: Jyrki Poutanen
Account Director: Ella Komulainen
Copywriter: Nelli Pätäri
Art Director: Matti Virtanen
Account Manager: Maija Jokela
Senior Creative, PR: Vilja Vehkaohja
Senior Creatives: Jaakko Hovi & Nelli Immonen
Designer: Sari Sälemaa
Junior Copywriter: Heikki Karstu
Executive Producer: Vertti Virkajärvi
Director: Vertti Virkajärvi
Still Photography: Konsta Leppänen
DoP: Janne Häkkinen
Sound: Ilkka Kunttu
Props: Eveliina Alfström
Client: K-Supermarket
Marketing Director K-Supermarket: Milla Sorsakivi
Marketing Manager K-Supermarket: Sanna Helsto
Project Manager K-Supermarket: Outi Oja
Digital Media Specialist K-Supermarket: Mari Peltomäki