RIPE CHECK

ClientREWE
Category B02. Promotional Item Design
TitleRIPE CHECK
Product/ServiceSTICKERS ON PRODUCT
Entrant THJNK Hamburg, GERMANY
Idea Creation THJNK Hamburg, GERMANY
Credits
Name Company Position
Armin Jochum thjnk AG CCO
Mieke Haase, Michael Ohanian loved gmbh Managing Director
Karl Wolfgang Epple thjnk AG Creative Director
Marie-Therese Humer loved gmbh Art Direction
Patrick Hammer, Anna Moesta thjnk Hamburg GmbH Account Manager
Christian Schemath, Hilko Wiegmann thjnk AG Final Artwork

The Campaign

The REWE organic avocado is a Hass avocado. This very popular type of avocado is recognizable by its dark skin which becomes even darker with increasing ripeness. It tastes best when the skin is really black. But not too black either.

Creative Execution

To show the customers when the avocados have the ideal ripening color, we used the simplest advertising medium in the world in an innovative way: a sticker. As soon as the avocado reaches the color of the sticker, it is ready to eat.

Indication of how successful the outcome was in the market

The waiting, the squeezing, the smelling, the disappointments come to an end. Thanks to a sticker. REWE customers can now already see how ripe the avocados are in the supermarket. Plus, the sticker is also helpful at home, as avocados keep on riping. This way, the label does not only help to determine the ideal eating time, but also displays when the point of ripeness is exceeded and the avocado is spoilt.

To show the customers when the avocados have the ideal ripening color, we used the simplest advertising medium in the world in an innovative way: a sticker. As soon as the avocado reaches the color of the sticker, it is ready to eat.