As part of its Christmas campaign, EROSKI launches “The Gesture Market”, an initiative that highlights the importance of the daily details that we have with the people we love the most. This market will live both in the brand’s social networks and in the most emblematic Christmas markets in the north, such as Donostia, Pamplona, Zaragoza, Vigo or Bilbao.

“The Gesture Market” will share the stories that make our Christmas better. To do this, a dynamic action will be activated in social networks along with interviews at the foot of the market, in which a team of specialist reporters will gather testimonies from people: those gestures and rituals that signal the beginning of Christmas or make it special for each person. All those stories will be shared in one-minute videos throughout the month on Instagram, Facebook, YouTube Shorts and TikTok, seeking to generate a warm, participatory and close conversation.

So far, the response from the community has been extraordinary: in just two days, hundreds of Christmas gestures have been collected on social networks, such as: “I love to put the tree to the rhythm of carols”, “My sister and I like to dress up as surprise for Christmas dinner” or “Toasting with my son, makes Christmas more special”.

The activation is inspired by the message ‘How is the market?’, with which EROSKI plays with love and Christmas prices in its advertising campaign developed together with the creative agency Mrs. Rushmore. Rushmore. On this occasion, the cooperative moves that analogy to the most emotional and close field, focusing on the details that build community. All this under the claim “Who loves you well, makes your Christmas better”, which guides each piece and each encounter.

According to Ainhoa Oyarbide, Director of Brand and Communication of the company: “At EROSKI we are committed to a more human retail, where the brand also acts as a facilitator of experiences and emotions. “The Gesture Market” is our way of celebrating Christmas with people, generating value and differentiation”.

A participatory campaign in networks: humor, emotion and a great draw

The digital heart of the action will be an active draw from December 1 to 31 on Instagram. The mechanics are simple: just follow the official account of EROSKI and share in comments your Christmas gesture, labeling the person with whom you want to share the prize. The winner will get a free year of purchase, and also the person who mentions. This turns the mechanics of participating, into a gesture in itself. In addition, five gift cards of € 100 will be drawn among all the participations.

The initiative seeks to fill December with authentic stories, everyday humor and shared emotion, and will be amplified in social networks through an influencer marketing strategy that will give visibility to the action through “Story times”, a series of daily comics that seek to connect with the audience through humor and invite them to participate in this Market. In turn, it will be disseminated by the community “we are” of EROSKI brand ambassadors.