Makro - "Life Extending Stickers (120s)" by ANDY Awards 2024
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Makro - "Life Extending Stickers (120s)"
- Brand: Makro
- Country: Colombia
- Advertiser: Makro
| Title | Life Extending Stickers (120s) |
| Agency | Grey Colombia |
| Campaign | Life Extending Stickers |
| Advertiser | Makro |
| Brand | Makro |
| Date of First Broadcast/Publication | 2023 / 4 |
| Business Sector | Department Stores, Supermarkets |
| Story | According to the Food and Agriculture Organization (FAO) and the National Department of Planning, only in Colombia 6.1 million tons of food are wasted each year, and 40% of those are fruits and vegetables. As an answer to this problem, Makro Supermarkets under their sustainability pilar, set an objective to not only help at their stores, but to educate consumers on preventing food waste in a cheap and easy way in 22 of its shops. We used a media that has existed for decades in the fruit and vegetable industry: The Fruit Sticker. We gave it a real purpose: To prevent food waste by extending their life cycles suggesting recipes based on the fruit's ripeness and color, especially in their most ripe stages cause that’s when people avoid their consumption for cosmetic reasons. That’s why we created the Life Extending Stickers. Printed in its traditional size of 2.7 mm, printed in biodegradable material, ecological ink, with no need of technology only the help of colors, we showed Colombians an easy way for them to use their fruits and vegetables from begining to end. Makro gave Colombians an anti-waste tool that also helps them save money because preventing food waste helps save cash. |
| Media Type | Case Study |
| Length | |
| AI Description | This ad by Makro showcases a solution to food waste through the use of specially designed fruit stickers. The stickers, made of biodegradable material, guide consumers on the various stages of fruit ripeness, suggesting recipes along the way. With 40% of fruits and vegetables going to waste because of their appearance, Makro's stickers educate consumers on utilizing each stage of the fruit's life cycle. The visuals are vibrant, featuring fruits like bananas, papayas, and avocados with colorful stickers that indicate recipes like 'lemonade', 'ceviche', and 'cupcake'. By incorporating sustainability, the ad highlights how this simple yet effective sticker can save money and reduce food waste, offering Colombians a practical tool for a problem many face worldwide. The campaign blends innovation with simplicity, encouraging a change in consumption behavior without relying on technology or complex processes. |
| Chief Creative Officer | Javier Campopiano |
| Chief Creative Officer | Diego Medvedocky |
| Chief Creative Officer | Juan Posada |
| Executive Creative Director | Juan Cárdenas |
| Creative Director | Andrés Núñez |
| Designer | Han Lin |
| Chief Creative Officer | Jorge Serrano |
| Executive Creative Director | Sebastián Benítez |
| Copywriter | Juliana Daza |
| Art Director | Vanesa Sánchez |
| Designer | William Hernández |
| Account Director | Diana Espitia |