The growing consumer demand for healthier food is directly reflected in the offering of fresh, sustainable and local products.
Having that in mind, and caring for a highly selected range of providers, Zona Sul, a big supermarket chain based in Rio de Janeiro, decided to highlight its differentiated offering by transforming its shelves in the fruit & vegetable section into fresh vegetable gardens.
The consumers were invited to pick their choice of vegetables directly from the Earth – among the offering were lettuce, basil, pepper and scallion. Small signages among the shelves said: “When serving it at home you may proudly say: I picked it up,” or “We plant and take care. You only need to pick it up.”
“That’s a simple and innovative solution that helps us promote how engaged we are with sustainable practices while making the consumer experience na awareness experience on the benefits of a fresh and healthy food diet,” says Pietrangelo Leta, commercial director of Zona Sul.
Named “Fresh Garden. From the Earth to your home”, the campaign was created by WMcCann office in Rio de Janeiro.