The action, created by Galeria, aims to promote the recently opened sustainable restaurant at Mqui
Anyone passing through Avenida Paulista, in So Paulo (SP), will be surprised by a special McDonald’s bus shelter with cherry tomato seedlings. The initiative was created by Galeria, through Vitrine, a business hub specializing in outdoor media.
The action aims to promote the recently opened Mqui restaurant, which aims to be a sustainable environment and which is located at Avenida Bernardino de Campos, 307, in So Paulo (SP).
“In the new unit, we have a vegetable garden that is grown from the fertilizer generated by the composting of our food carried out there. This is already an initiative that tells visitors about the advantages of responsible waste management. With this action, we extend this awareness effect and we invite the population to discover the most sustainable Mqui in Brazil”, said Srgio Eleutrio, Marketing Director at McDonald’s in Brazil.
The 6,000 tomato seedlings are displayed on a totem pole at Avenida Paulista, no. 171, close to the new restaurant, and have an irrigation system with a timer, in addition to being produced with materials that will be disposed of correctly. The action was also created with the aim of allowing the public to take the plants home.
The action takes place until September 25th and is in partnership with Eletromidia and Bizsys, responsible for the scenography of the totem and the logistics of supplying the seedlings.
“We created an OOH that brings the new restaurant’s sustainability concept to the streets in a creative and interactive way. We combined the brand’s classic design assets with a seedling for people to take home and plant this idea”, added Tiago Zanatta, Director Creative Associate of the Gallery.
