Photo source: The Stable
K-Supermarket teamed up with the agency United Imaginations to transform 16,814 pieces of customer feedback into a single, marathon-length commercial. The spot is voiced by veteran news anchor Keijo Leppänen, who spends a full 12 hours reading out exactly what shoppers appreciate, and what frustrates them, about their neighborhood store.
K-Supermarket gathered the feedback to get a clearer picture of what Finnish shoppers genuinely appreciate in their local grocery stores. The volume of responses was so overwhelming that the brand chose to show its gratitude by reading out as many comments as possible.
Because the full commercial is far too lengthy for standard TV or radio slots, its complete version will live exclusively on YouTube. A nearly six-hour cut will air overnight on November 15 and 16 on the Easy Hits radio channel, while TV audiences can catch the marathon broadcast on Nelonen during the late-night hours of November 22 and 23.
Leppänen approached the assignment with the confidence of a seasoned broadcast professional. He spent the entire autumn preparing for the vocal endurance test, taking extra care of his voice and training his diaphragm. Even with that preparation, the 12-hour recording took a toll, and he later needed a period of complete vocal rest at home to recover.
The initiative started with a simple online call inviting shoppers to share what makes their local K-Supermarket unique. The response quickly turned into a flood. Customers wrote about perfectly stocked shelves, staff who greet regulars by name, and special offers worth traveling across town for.
According to the chain, nearly half of all comments highlighted product selection first, followed closely by praise for friendly and helpful employees, while almost one in five mentioned great deals. Instead of filing the survey away, K-Supermarket chose a more heartfelt approach: giving those shoppers their voice back by turning their words into a public “thank you.”
K-Supermarket is extending the idea beyond digital channels with a live event in Helsinki on Nov. 29. There, the marathon of customer feedback will be transformed into an interactive memory game, where teams listen to segments and compete to recall specific details.
