Are you enjoying “yourshelves” while shopping at your local supermarket? This Brazilian supermarket replaced shelves stacked with fruit with gardens in their fruit and vegetables section to promote the freshness of its products. Named “Fresh Garden. From the Earth to your home”, the campaign was created by WMcCann office in Rio de Janeiro.

More and more customers all around the world seek healthier and organic food and this trend has highly influenced shops and supermarkets in offering of fresh, sustainable, and also local products. Keeping this in mind, and caring for a carefully picked range of providers, Zona Sul, one of the most popular supermarket chains in Brazil, has decided to bring this trend even further by transforming its shelves in the fruit & vegetable section into actual gardens with fresh plants in soil.

The shoppers could come and harvest their choice of vegetables directly from the Earth. Veggie-lovers could pick up from various products – lettuce, basil, pepper and scallion. There were small signs among the shelves that 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 an awareness experience on the benefits of a fresh and healthy food diet”, says Pietrangelo Leta, commercial director of Zona Sul.

Credits:
Agency: WmcCann
CCO: Washington Olivetto
Creative VP: Guime Davidson
Creative Director: Fábio Onofre, Nicolás Romanó
Creatives: Gabriel Gil, Bruno Mukai
Account service: Gabriela Arroyo, Suzana Machado, Isabela Fogaça and Gustavo Tupinambá
Production VP: Marcelo Hack
Graphic Production: Reginaldo Barbosa
Designer: Bruno Mukai
Project Manager: Karina Rios