Customers at This Grocery Store Pick Their Veg Straight From the Earth

Zona Sul Placed 'Gardens' in Fresh Produce Sections

By Alexandra Jardine. Published on Jun 01, 2016

Editor's Pick

Brazilian supermarket Zona Sul is going a step further than most retailers to prove the freshness of its produce -- it placed an actual mini vegetable garden in a Rio store, so that customers could pick their veggies right out of the ground.

The "Fresh Garden" initiative, by WMcCann in Rio, offered customers a selection of vegetables and herbs, including lettuce, basil, peper and scallion, grown in beds. Signs on the shelves said: "When serving it at home you may proudly say: "I picked it," or "We plant and take care of it. You only need to pick it."

The agency claims the campaign resulted in an 18% increase in vegetables sales, and a 30% uplift in customer preference for Zona Sul's vegetable section. It now plans to roll "Fresh Garden" out to other stores.

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Jun 01, 2016
Chief Creative Officer:
Washington Olivetto
Zona Sul
Creative VP:
Guime Davidson
Creative Director:
Fábio Onofre
Creative Director:
Nicolás Romanó
Gabriel Gil
Bruno Mukai
Account Services:
Gabriela Arroyo
Account Services:
Suzana Machado
Account Services:
Isabela Fogaça
Account Services:
Gustavo Tupinambá
Production VP:
Marcelo Hack
Graphic Production:
Reginaldo Barbosa
Bruno Mukai
Project Manager:
Karina Rios
Client Approval:
Alexandre Alves

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