In an collaboration between Supermercados Santa María and BBA Agency in Ecuador, a campaign was launched that combines creativity and social awareness to address a public health issue. In a market where over 60% of the population consumes fruit and vegetable-based medications but neglects the direct consumption of these foods, Santa María set out to shift perceptions with a disruptive approach. The campaign introduced a unique line of “medications,” where the spotlight wasn’t on a pill but on fruits and vegetables carefully selected for their specific health benefits for various organs. Packaged like traditional pharmaceuticals, these boxes contained the produce while highlighting its visual resemblance to the organ it benefits, turning the shopping experience into a powerful reminder that health truly begins with our land.
