Maxima Jūrmala XX: The most star-studded checkout ever

How do you turn a supermarket opening into a nationwide viral event? By putting celebrities behind the cash registers.

For the launch of its new XX store in Jūrmala, Maxima invited influencers and TV personalities to step into the role of cashiers — surprising shoppers, creating laughter, and filling the store with unforgettable moments that spread fast on social media.

In just 48 hours, the campaign reached 1.4M+ people, generated 2.4M video views, and attracted 112K+ live stream viewers.

What could have been just another local store opening turned into a national story — strengthening Maxima’s image as a people-first brand that brings positivity, community, and engaging experiences to everyday life.