Brazilian Supermarket Swaps Shelves for Gardens in New Campaign from WMcCann
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.
Chief Creative Officer: Washington Olivetto
Creative Director: Fábio Onofre, Nicolás Romanó
Creative: (VP) Guime Davidson
Creative Agency: WMcCann
Creatives: Gabriel Gil, Bruno Mukai
Account Management: Gabriela Arroyo, Suzana Machado, Isabela Fogaça and Gustavo Tupinambá
Digital Production Company
Project Manager: Karina Rios
Production Company: Reginaldo Barbosa
Category: Retail and restaurants , Supermarkets