Luigi Rubinelli writes: ‘At Pam there is an obsession with comparison with the discount store. This can be seen in the price communication variations. Too much repetition”
I would add that this fixation was already there years ago, see the first picture below which is from 2021 . The second picture below is from 2026 and is from Alimentando: I included it to make it clear that slogans and colours are always the same.
Note that in 2024 the group’s growth was lower than inflation but above all that Pam, in the same year, did NOT rank among the cheapest chains in Italy.
If Pam wants to measure itself against the discounters, instead of doing useless generic communication, why does it not do comparative advertising against the discounters, like – for example – Leclerc against Lidl, in France?
