Makro uses 'Life Extending Stickers' to guide consumers towards less food waste

To support its sustainability objectives and tackle the widespread issue of food waste in fresh produce, Makro stores in Colombia have adopted a new approach to labelling fruit and vegetables. The initiative, developed in partnership with creative agency VML (formerly Grey Colombia), uses specially designed stickers that guide consumers on how to use produce at varying stages of ripeness.

The stickers, applied directly to the produce, visually reflect the natural colour changes fruits and vegetables undergo as they ripen. Each colour stage is paired with a recipe suggestion, helping customers make informed decisions on how to use produce that may appear overripe but remains perfectly suitable for cooking. For example, bananas feature labels ranging from green to black, with corresponding suggestions such as banana tempura, ice cream, or cupcakes.

Rolled out across 22 Makro stores in Colombia in April 2023, the campaign was supported by in-store printed materials and a series of digital posts. Makro also promoted the initiative on social media, particularly Instagram, where it shared recipe content aimed at encouraging creative use of ripe produce.

The campaign aimed to challenge perceptions that ripeness equals spoilage, and early feedback suggests it helped extend the useable life of fresh produce for many customers. By promoting new ways to use fruits and vegetables that might otherwise be discarded, the stickers contributed to a reduction in food waste both in-store and at home.

Since its launch, the initiative has gained international recognition, receiving several major awards including a Gold Lion at the 2023 Cannes Lions Festival, multiple accolades at the LIA and El Dorado Awards, and the International Grand Prix at the Campaign Ad Net Zero Awards.

The campaign also saw strong public engagement, generating over 85,000 interactions on social media and reaching an estimated audience of 264 million through global organic media coverage.