The growing consumer demand for healthier food is directly reflected in the offering of fresh, sustainable and local products. Having that in mind, Zona Sul, a 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 customers were invited to pick their choice of vegetables directly from the earth – among the choices were lettuce, basil, peppers and scallion. Small signs 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”.
The campaign was created by the WMcCann office in Rio de Janeiro.