We had to establish that perishable vegetables and fruits in SPAR supermarkets are replaced everyday by fresh stock. We had to spread this perception in the catchment area, using pretty low budgets. The solution was to demonstrate that SPAR never stocked anything more than a day old in the fresh section. To do this creatively we created a 'Discarded Daily' sticker, and stuck it on baskets of perishable fruits and vegetables. Then we hired 27 hawkers to sell it on the streets at throw away prices. To surprised customers the hawkers replied - ''SPAR is obsessed with freshness, and discards perfectly good stuff everyday''

'Fresh' became the most talked about section of SPAR in the catchment area. It contributed to 28% of overall sales in just 3 months of the launch of the campaign.