In an age when demand and consumption of healthy produce is reaching record heights, and genetically modified crops complicate matters while phony farm-to-table farm culture marketing overuses and abuses buzzwords like “fresh” and “local,” consumers around the globe have found themselves starved not only for fresh fruit and vegetables but also for unique and trustworthy claims of freshness.
Belgian ad agency Air recently teamed up with grocery outlet Delhaize and regional fruit grower Wolfcarius to do something about this problem plaguing healthy eaters everywhere. To prove the quality of the supermarket’s produce to shoppers, 122 digital billboards were employed around Belgium for a 24-hour period to transparently show the trip that Wolfcarius pears take from tree to shelf in a campaign called “Live Harvest.”
In addition to the billboards, people could click on website banner ads to read more about the process and the guarantee for freshness that comes from Delhaize’s relationship with local farmers like Wolfcarius. The overarching message, regardless of medium, read ‘HARVESTED TODAY, TOMORROW IN YOUR DELHAIZE’
As the video below says, the campaign generated more than 10 million media impressions in one day. As for the claim, at least we know the pears were fresh. They were sold out by 3 p.m. the following day.