As part of a campaign to promote fruit and vegetables, support Portuguese farmers and regulate fair prices for both producers and consumers, Portugese supermarket chain Continente recently turned one of Lisbon’s most heavily trafficked bus stops into an orange grove.
The bus stop itself, which is located near the iconic Amoreiras shopping center, was emblazoned with advertisements for the campaign, then decorated with giant orange tree leaves and real oranges. Slots on the side of the bus stop dispensed fresh, local oranges.
Passer-bys at the bus stop were treated to complimentary Algarve oranges, and reminded of the campaign’s slogan: “A natureza tem a nossa mara” (Nature has our brand).
Algarve, a coastal region in southern Portugal, claims to produce the best oranges in the world thanks to its rich soil and high exposure to the sun. Algarve’s top agricultural exports also include figs, almonds, carobs, strawberries and cork.
The ‘Nature has our brand’ campaign was initiated by French firm Arena Media and implemented by Havas Sports & Entertainment, in partnership with JC Decaux Innovate, an outdoor advertising firm based in the UK.
