One of the most recognizable concepts of all time in Finland.

Life is made up of meals through which we express love to one another. Meals where dishes fly afterward. Meals where friends, separated for years, reunite. Meals that become the last ones. S-market wants to celebrate all of these meals because it provides the building blocks for them. Food is more than just sustenance; it’s a part of humanity and life itself. Because life is food. This is the essence of the communication concept we created with S-market, and it has achieved exceptional results. It has become a part of pop culture, inspiring memes and even being featured on the TV show Putous and in the Fingerpori comic strip. The campaigns consistently achieve over 90% recognition rates — an almost impossible feat today.