Brazilian supermarket Zona Sul is going a step further than most retailers to prove the freshness of its produce -- it placed an actual mini vegetable garden in a Rio store, so that customers could pick their veggies right out of the ground.
The "Fresh Garden" initiative, by WMcCann in Rio, offered customers a selection of vegetables and herbs, including lettuce, basil, peper and scallion, grown in beds. Signs on the shelves said: "When serving it at home you may proudly say: "I picked it," or "We plant and take care of it. You only need to pick it."
The agency claims the campaign resulted in an 18% increase in vegetables sales, and a 30% uplift in customer preference for Zona Sul's vegetable section. It now plans to roll "Fresh Garden" out to other stores.