Feeding our body is a primary need, but way too often we forget to nurture our most important side: our mind. To do it, reading has always been considered food for thought, the only mean to grow as human beings and as a society. So, with large-scale retail brand Bennet, we created an awareness campaign about cultural consumption, with the aim of bringing back the habit of reading in everyday life. How? Displaying books for sale where people focus their attention the most, in food aisles.