A Brazilian supermarket chain is offering its customers the opportunity to pick their own vegetables.
The Rio de Janeiro-based Zona Sul supermarket decided to highlight its differentiated offering by transforming its shelves in the fruit-and-vegetable section into fresh vegetable gardens.
Created by WMcCann, the initiative invites consumers to pick their choice of vegetables. Within the offering are lettuce, basil, peppers and scallions.
The campaign was designed to let customers understand both the store's commitment to sustainability and the quality of its food.
Small signage among the shelves reads, 'When serving it at home, you may proudly say, "I picked it up,"' or 'We plant and take care. You only need to pick it up.'
The campaign has led to an 18% increase in vegetable sales in the store. The supermarket chain plans to roll it out across other stores.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
