Life Extending Stickers
The LIFE EXTENDING STICKERS campaign is a great example of innovative and sustainable marketing by Makro, a wholesale supermarket chain in Colombia. Makro aimed to promote sustainability and responsible consumption while tackling food waste. They focused on extending the lifespan of fruits and vegetables.
Campaign Overview
Goal :
Reduce food waste in stores and homes. Educate consumers about extending the shelf life of fruits and vegetables. Promote responsible consumption habits.
The Idea :
Utilize existing fruit and vegetable stickers as a platform for promoting longer life.
Execution :
Colorful Stickers : Instead of generic stickers, Makro created stickers with a color gradient representing the ripening stages of each fruit or vegetable (e.g., green to yellow for bananas).
Recipe Inspiration : Each sticker displayed icons or short messages suggesting recipes or ideal consumption stages for different ripeness levels.
Social Media Integration : Makro complemented the in-store stickers with informative and engaging social media content featuring recipes and tips on utilizing fruits and vegetables at various stages.
Impact and Results
Reduced Waste : The campaign reportedly achieved a significant decrease in food waste – up to 70 tons less per week combined between stores and homes.
Increased Sales : By educating customers on extending shelf life, Makro likely saw an increase in overall fruit and vegetable sales.
Positive Brand Image : The campaign positioned Makro as a socially responsible brand promoting sustainability and responsible consumption.
Lessons Learned
By educating consumers, Makro encouraged better utilization of produce.
The campaign helped reduce food waste and fostered a more sustainable approach.
