Fresh vegetables. Local farmers. From the earth to your home. That’s all easier said than done. You can publish an ad saying vegetables are fresh, you can put on a sticker for local farmers, you can say a lot of things, but food is all about feeling. You touch it, smell it, taste it. That’s why we had to give customers something they could experience rather than something they just heard or read.

So we changed store countertops into veggie gardens where customers could pick their food straight from the soil. It doesn’t get any fresher than that.

We chose one of the biggest stores of Zona Sul. With hundreds of square meters, it had the clear space and customer frequency we needed to make a meaningful impact. The whole idea was to surprise customers, so all communication related to our fresh veggie garden had to be done after it happened. We chose the weekday people usually buy more vegetables, setting up the whole thing at night: the period when the store is closed and receiving delivery trucks. This way, even the earliest customer would see how fresh the food is. The garden occupied over 10 square meters, and featured signs between the crops encouraging customers to pick up what they wanted. We even changed traditional plastic bags for paper, and the garden went on until every item was picked up and bought.

Over 2000 people reached in-store

Kilos of fresh from the earth vegetables sold in one day

Vegetables sales increased 18% in the weeks after the activation compared to previous weeks

Customer preference for buying vegetables at Zona Sul increased 30% compared to before the idea happened

And a lot of people got to pick their food from the earth for the first time.