Tre Marie is a historic brand of the Sammontana Group, a leader in the Italian croissant sector, which wants to directly involve its merchants to get to know them and reward them by supporting the sale of certain items. The aim is to establish a direct relationship and receive significant feedback on its products.

The Ho.Re.Ca. sector is characterised by often indirect and fragmented supply chains that do not favour direct relationships between brands and merchants. Tre Marie turned to Advice precisely to overcome this limitation and to establish a direct relationship with bar operators, encouraging sales without also involving distributors.

Through Accademia Tre Marie’s behavioural loyalty strategy the brand has built a register and behavioural database of retailers, and has engaged users through rewarding activities aimed at highlighting the brand's Top Ambassadors.