Makro - "Mango" by ANDY Awards 2024
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Makro - "Mango"
This ad is part of the ACT Responsible Collection
- Brand: Makro
- Country: Colombia
- Advertiser: Makro
| Title | Mango |
| Agency | Grey Colombia |
| Campaign | Life Extending Stickers |
| Advertiser | Makro |
| Brand | Makro |
| Posted | April 2024 |
| 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 | Outdoor/Out of Home |
| Length | |
| AI Description | The ad by Makro showcases their innovative approach to reducing food waste through the 'Life Extending Stickers'. These stickers are shown on ripe mangos and other fruits, providing recipe suggestions according to their ripeness. The stickers are eco-friendly, made from biodegradable materials and printed with ecological ink. This visually vibrant ad highlights their commitment to sustainability, offering consumers economical and educational tools to make use of fruits throughout their entire lifecycle, minimizing waste. The vibrant colors and the simplicity of the design make it easy to understand the purpose and the impact of this initiative, ultimately sparking awareness regarding food waste in Colombia. |
| 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 |