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.
Life Extending Stickers
Reducing food waste by making fruits & vegetables live longer
Client
- Makro
Office
- Colombia
Simple stickers that help extend the lifespan of fruit and vegetables to prevent waste.
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
2023 Cannes Lions
Outdoor - Social Behaviour
Gold Lion
2023 Cannes Lions
Outdoor - Displays
Silver Lion
2023 Cannes Lions
Design - Point of Sale, Consumer Touchpoints & In-Store Collateral
Silver Lion
2023 London International Awards
Package Design
Grand Lia
2023 London International Awards
Ambient & Activation - Retail
Gold
2023 London International Awards
Design Direct Marketing - Consumer
Gold
2023 London International Awards
Design - Sustainable Design
Gold
2023 London International Awards
Package Design - Sustainable Packaging
Gold
2023 London International Awards
Ambient & Activation - Creative use of Data
Silver
2023 London International Awards
Ambient & Activation - Sustainability
Silver
2023 London International Awards
Evolution - Creative use of Media
Silver
2023 London International Awards
Evolution - Creativity In Commerce
Bronze
2023 Campaign Ad Net Zero Awards
International
Grand Prix
2023 Campaign Ad Net Zero Awards
International
Winner
2023 Campaign Ad Net Zero Awards
Food
Winner
2023 El Ojo De Iberoamérica
Design
Gran Ojo
2023 El Ojo De Iberoamérica
Design
Gold
2023 El Ojo De Iberoamérica
Public Roads - Corporate Social Responsibility
Gold
2023 El Ojo De Iberoamérica
Brand Experience
Gold
2023 El Ojo De Iberoamérica
Sustainability
Silver
2023 El Dorado Festival
Sustainable Development
Gold
2023 El Dorado Festival
Design
Silver
2023 El Dorado Festival
Outdoor
Silver
2023 El Dorado Festival
Brand Experience & Activation
Silver
2023 El Dorado Festival
Direct
Bronze