In 2025, Famila chose to transform its stores into a veritable traveling set. Thus, in collaboration with +m, We Are Famila – On The Road was born, a mobile casting project that travels through five Italian stores with the aim of finding new protagonists for the brand’s social media communications.

A symbolic element of the tour is the Famila Ape Car, completely customized and set up as a mobile stage: a colorful, instantly recognizable vintage vehicle that welcomes customers at the supermarket entrances and introduces the fun and spontaneous mood of the business. The entire format revolves around it, accompanied by a roll-up banner, portable sound system, and a strobe light.

The team—composed of a presenter, a full video and audio crew, hostesses, and technical staff—engages customers in mini-sketches and moments of improvisation to the tune of the “We Are Famila” jingle, producing fresh, authentic, and highly engaging content. Each participant is guided with ease and warmth, transforming the routine of shopping into a creative and unexpected moment.

Thanks to the mobility of the Ape Car and the speed of the crew, each stop becomes a small event capable of generating direct engagement, strengthening the bond between Famila and its community. A dynamic, pop-up, and high-impact tour, where every customer can become a protagonist.