According to the Food and Agriculture Organization (FAO) and the Colombian 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 set an objective to educate consumers to prevent food waste in a cheap and effortless way in 22 of its shops nationwide.

The fruit Sticker that has always been present on fruits and vegetables as a media used for branding purposes, only that this time we transformed it into a meaningful media as an anti-waste tool that changed the behavior of Colombians and motivated them to use their fruits and vegetables in all their life cycles, whilst at the same time fighting food waste.

Although this campaign has all the possible pieces an instore campaign has, since it is a supermarket campaign, it is the most underrated and looked over the shoulder piece of ambient ever the one we want to highlight: the fruit sticker. A media known and used tirelessly for decades, but never with a purpose. This small piece of communication not only gave confidence to customers that their product now had more to offer and saved them money but was preventing food waste.

The annual variation rate of the CPI in Colombia in March 2023 was 13.3%, which repeats the data from the previous month. The monthly variation of the CPI (Consumer Price Index) has been 1.1%, so that the accumulated inflation in 2023 is 4.6%. Faced with the economic recession in which all prices rise, Makro gave Colombians with the LIFE EXTENDING STICKERS a way to avoid wasting food, but also to save money. People began buying very ripe fruits and vegetables at a lower price; thus, the first step was taken to modify a buying habit deeply rooted in the culture. To not buy very ripe foods.