Cultural / Context information for the jury

Watermelon, the most popular summer fruit! However, as a result of the survey, most consumers were hesitant to purchase watermelon because of the bulky and difficult-to-handle ‘watermelon' rind. We decided to show you the dramatic experience of turning a watermelon rind into a handful of powder. We showed the merits of ‘SmartCara’, which reduces the volume of food waste by putting a handful of powdered watermelon rinds in a watermelon-shaped balloon. And we selected the watermelon section of the supermarket as the best place to advertise. It was our strategy to find the interests of consumers, and to advertise close to their interests.

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Watermelon is an essential summer-fruit but handling bulky watermelon skins is a reason that discourages consumers from purchasing watermelon. That is the main point we focused on. A watermelon-shaped balloon was made and watermelon peel powder crushed with ‘SmartCara’ was placed inside the balloon, emphasizing the fact that SmartCara effectively reduces the volume of food waste. The best advertising place we have chosen is the watermelon section of the supermarket. We mainly focused on proving the strength of ‘SmartCara’, which reduces the volume of food waste when consumers take a look at the ‘Watermelon-Balloon’ at the time of purchasing watermelon. And customers are able to check the product details through the QR code. SmartCara was able to maintain its No.1 position in the food processor market in the first half of 2021 thanks to advertisements focusing not only watermelon but also various consumer concerns and sympathy for food waste disposal.