The Brazilian supermarket has hit upon an excellent plan to attract more people to veggies. The supermarket has designed the aisles to appear like a garden plot. The shoppers can pull out lettuce heads right out of the soil.
The supermarket wanted to market the value of the fresh, local produce being offered by the chain. In its bid to promote the sustainably grown food, the retail store is testing the “fresh garden” installations in its stores. The store features rows of tempting herbs, onions, and greens offered as if they’re growing in the superstore.
The Brazilian pseudo-gardens in the stores seem inspired by the mini-vertical farms installed in the German stores to grow greens. Nicolás Romanó, the creative director at WMcCann, came up with the campaign for the store and said:
“They were placed there in a very delicate process. We couldn’t grow them in-store to make sure they were all top quality, so we figured out the logistics of how to transport and maintain them displayed in the store. It was the perfect way to make customers realize that veggies there are really, really fresh.”
Since the launch of the campaign, an 18% increase in vegetable sales has been recorded. The store management intends to introduce the new garden aisle for veggies across its chain. You can watch garden aisles installed in the store, Zona Sul in this video: