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, 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”.
Creative Vp:Guime Davidson
Creative Director:Fábio Onofre, Nicolas Romano
Creatives:Gabriel Gil, Bruno Mukai
Account Service:Gabriela Arroyo, Suzana Machado, Isabela Fogaça and Gustavo Tupinambá
Production VP:Marcelo Hack
Graphic Production:Reginaldo Barbosa
Project Manager:Karina Rios
Client Approval:Alexandre Alves