Makro / Colombia / 2023Retail & Shopper
Life Extending Stickers.
Makro put colour-coded stickers on fruit and veg that suggest a recipe for each stage of ripeness, so riper produce gets eaten rather than binned.
- Brand
- Makro
- Agency
- Grey Colombia
- Market
- Colombia
- Region
- Global
- Year
- 2023
The challenge
Shoppers and stores throw away fruit and vegetables as soon as they look ripe, assuming ripe means spoiled.
The idea
Stickers on produce showed a ripening colour scale with a dish for each stage, such as banana ice cream when the skin turns black. Launched in 22 Colombian stores with in-store print, organic social and recipes on Instagram.
Results
- More than 85,000 social interactions
- Earned audience of 264 million across 25+ countries
Case study source: Activation Ideas Source ↗
