Makro, in partnership with creative agency Grey, has introduced an innovative graphic design solution to promote sustainability and responsible consumption in Colombia. The newly launched Life Extending Sticker aims to raise awareness among Colombians about the value of utilizing fruits and vegetables throughout their lifecycle, ultimately fostering a more sustainable Colombia and world.
The initiative, developed by Makro and Grey Colombia, seeks to extend the lifespan of fruits and vegetables by providing consumers with valuable information and recipe suggestions based on their level of ripeness. By doing so, the project addresses the critical issue of food waste and encourages more responsible production and consumption practices, aligning with Sustainable Development Goal (SDG) 12.
Makro’s CEO, Nicolás Tobón, emphasized the significance of this corporate initiative, highlighting its contribution to savings and sustainability. The graphic design sticker, placed on fruits and vegetables according to their ripeness, offers recipe recommendations for each stage, with a focus on utilizing produce at its ripest. These recipes can be found on Makro Colombia’s Instagram account (@makrocolombia).
The Life Extending Stickers serve as a valuable educational tool, challenging the misconception that fruits and vegetables are no longer usable once they have ripened. By providing consumers with practical information, Makro empowers them to make the most of their produce and avoid unnecessary waste.
The stickers can be found on various fruits and vegetables such as bananas, avocados, tomatoes, mangoes, and papayas. In addition, Makro’s Instagram account showcases a range of recipes that utilize these ingredients effectively.
“In terms of communication, there is no small media for a big idea, and something used for decades like the analog, low tech, small fruit sticker can be repurposed. We live in a country where fruits and vegetables are abundant, but we need a change of behavior on how fruits and vegetables are perceived when they ripe, that behavior change is a win-win for Makro clients and for the environment” — Juan Jose Posada, President and Chief Creative Officer, Grey Colombia.
In collaboration with Grey, Makro has taken a simple yet powerful approach to combat food waste. The 1-square-inch stickers, similar to traditional fruit stickers, utilize color-coding to communicate the level of ripeness. This analog solution offers an accessible and visually appealing way to address the global and local issue of food waste without relying on complex technology.
Juan Jose Posada, President and Chief Creative Officer of Grey Colombia, emphasized the importance of changing perceptions and behaviors surrounding ripe fruits and vegetables. He expressed his belief that repurposing a small and long-established medium like the fruit sticker can drive significant positive change for both Makro’s clients and the environment.
The Life Extending Sticker initiative from Makro and Grey Colombia showcases the power of graphic design to tackle social and environmental challenges. By providing consumers with valuable information and empowering them to make sustainable choices, this project contributes to a more sustainable and responsible Colombia while encouraging individuals to play an active role in reducing food waste.
Graphic design and ad campaign stills
- Client: Makro
- Client development director: Eric Pell
- Marketing Director: Juan Yepes
- Agency: GREY Colombia
- Global Chief Creative Officer: Javier Campopiano
- President / Chief Creative Officer LATAM: Diego Medvedocky
- President / Chief Creative Officer: Juan José Posada
- Chief Executive Officer: Jorge Serrano
- Executive Creative Director: Juan Cárdenas / Sebastián Benítez
- Creative Director: Andrés Núñez
- Art Director: Vanessa Sánchez
- Copywriter: Juliana Daza
- Designer: William Hernández
- Designer: Han Lin
- Account Director: Diana Espitia
- Production Director: Andrea García – Townhouse
- Photography: Germán Rojas
- Director: Jorge Vélez (El Mono) – Whisky
- Executive Producer: Juan Lerner – Whisky
- Music: Camilo Lucena – Machina
- Postproduction: Julián Ceballos – Townhouse
- Chief Reputation Officer: Florencia Kessler
- PR agency: Talkability
- Head of Global Creative Excellence: Maru Sokolowski