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As if self-checkout and bagging our own groceries at the supermarket weren't humiliating enough, now we're expected to harvest our own vegetables in the produce section!
Supermarket chain Zona Sul recently transformed shelves at its Rio de Janeiro-based flagship store into vegetable gardens, encouraging customers to dig into the soil to pick lettuce, basil, peppers and scallions.
"We mainly wanted to reach Zona Sul customers who shop for vegetables in other locations, such as street markets or vegetable-specific stores," Fábio Onofre, creative director at agency WMcCann Rio, tells AdFreak.
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