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

Zona Sul Placed 'Gardens' in Fresh Produce Sections

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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 Service:
Gabriela Arroyo
Account Service:
Suzana Machado
Account Service:
Isabela Fogaça
Account Service:
Gustavo Tupinambá
Production VP:
Marcelo Hack
Graphic Production:
Reginaldo Barbosa
Bruno Mukai
Project Manager:
Karina Rios
Client Approval:
Alexandre Alves
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