Simple stickers that help extend the lifespan of fruit and vegetables to prevent waste.

When it comes to fruits and vegetables in a supermarket, food waste is an imminent problem. Their lifecycles are cut short for cosmetic reasons by a preconceived idea that ripe is wrong. Makro supermarkets decided to step up the game in retail history by extending their lives with the Life Extending Stickers.

Makro life extending stickers
We wanted to generate a simple yet powerful change in people’s behavior to educate them about the responsible consumption of fruits and vegetables. The insight was that when fruits and vegetables aren't 'perfect,' that is the stage when they become more delicious, but people miss them for preconceived cosmetic reasons.

Juan Yepes

Marketing Director - Makro Colombia

According to the Food and Agriculture Organization (FAO) and the National Department of Planning, in Colombia alone, 6.1 million tons of food are wasted annually, and 40% are fruits and vegetables. As an answer to this problem, Makro Supermarkets, under their sustainability pillar, set an objective to help at their stores and educate consumers on preventing food waste cheaply and easily in 22 of its shops.

We used a media that has existed for decades in the fruit and vegetable industry: The Fruit Sticker. We gave it a real purpose: To prevent food waste by extending their life cycles and suggesting recipes based on the fruit's ripeness and color, especially in their most ripe stages when people avoid their consumption for cosmetic reasons.

That’s why we created the Life Extending Stickers. Printed in its traditional size of 2.7 mm, in biodegradable material and ecological ink, with no need for technology, only the help of colors, we showed Colombians an easy way to use their fruits and vegetables from beginning to end. Makro gave Colombians an anti-waste tool that helps them save money because preventing food waste helps save cash.

We increased the consumption of fruits and vegetables with stickers, as people now know how to prepare them.

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Awards

The Clio Health Awards

The Clio Health Awards

2024


3 Gold, 2 Silver, Bronze

D&AD Awards

D&AD Awards

2024


Yellow Pencil, 3 Graphite Pencil, 3 Wood Pencil

The One Show

The One Show

2024


Green Pencil, Sustainable Development Pencil, 4 Gold, Silver, 4 Bronze

ADC Awards

ADC Awards

2024


3 Gold, 3 Silver, 3 Bronze

ADC Awards

ADC Awards

2024


2 "Best of" Discipline Awards

The Clio Awards

The Clio Awards

2024


Grand Prix, 2 Gold, 3 Silver, Bronze

The ANDY Awards

The ANDY Awards

2024


Craft Category & Idea Category

2023 Cannes Lions

2023 Cannes Lions

Outdoor - Social Behaviour


Gold Lion

2023 Cannes Lions

2023 Cannes Lions

Outdoor - Displays


Silver Lion

2023 Cannes Lions

2023 Cannes Lions

Design - Point of Sale, Consumer Touchpoints & In-Store Collateral


Silver Lion

London International Awards

London International Awards

2023


1 Grand LIA, 4 Gold, 3 Silver, 1 Bronze

2023 Campaign Ad Net Zero Awards

2023 Campaign Ad Net Zero Awards

International


Grand Prix

2023 Campaign Ad Net Zero Awards

2023 Campaign Ad Net Zero Awards

International


Winner

2023 Campaign Ad Net Zero Awards

2023 Campaign Ad Net Zero Awards

Food


Winner

El Ojo De Iberoamérica

El Ojo De Iberoamérica

2023


1 Grand Ojo, 3 Gold, 1 Silver

El Dorado Festival

El Dorado Festival

2023


1 Gold, 3 Silver, 1 Bronze