The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Experiential & Immersive

The Fresh System

Agency Ogilvy / Bogotá + Carulla / Medellín

Client Carulla
BACK TO RESULTS

Annual ID

OS23_EX048M

About the Work

With 931 million tons of food being wasted worldwide each year, Carulla, a premium supermarket, branded with the promise of freshness, wanted to find a way to help. We discovered a gas called ethylene, which is in all fruits and vegetables and causes them to ripen or spoil quickly if not stored properly. With Fresh System we seek to reduce food waste, by categorizing fruits and vegetables according to their ethylene emissions and creating associations to tell customers how to pair them to speed up or slow down the ripening process at home. The strength of the idea was to find easy and applicable ways to educate customers about The Fresh System Carulla, and change their behavior regarding the storage of fruits and veggies. To do so, we created a complete brand experience: • We started by changing the way we store fruits and vegetables in our Supermarket. • We changed the way we display images in our e-Commerce. • We even changed the way products were delivered to homes. By implementing the system to our store experience, we show customers first-hand how to replicate it by themselves at home. We developed a visual system to show customers easily how to store vegetables and fruits at home depending on whether they need to ripen faster or slower. To do this, we tested all the products we sold, and created a unique system that categorized each product's ethylene emissions and ideal temperatures to find the perfect way to store them. If our customers wanted the most delicious guacamole, they would have to leave their avocados near fruit or vegetable with similar ethylene emissions, say an apple, so that they would ripen wonderfully.