Fresh Garden. From Earth to your home
Zona Sul
Issue 40 | September 2016
Agency
WMcCann
Creative Team
CCO: Washington Olivetto Creative VP: Guime Davidson Creative Director: Fábio Onofre, Nicolás Romanó Creatives: Gabriel Gil, Bruno Mukai
Production Team
Production VP: Marcelo Hack Graphic Production: Reginaldo Barbosa Designer: Bruno Mukai Project Manager: Karina Rios
Other Credits
Account Service: Gabriela Arroyo, Suzana Machado, Isabela Fogaça and Gustavo Tupinambá Client approval: Alexandre Alves
Date
May 2016
Background
The growing consumer demand for healthier food is directly reflected in the offering of fresh, sustainable and local products.
Idea
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, peper 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 awarness experience on the benefits of a fresh and healthy food diet", says Pietrangelo Leta, comercial director of Zona Sul.