This Easter, Costa Group was turning heads in the fruit aisle with a playful and innovative campaign: avocados featuring laser etched Easter characters on their skin.
The trial, running in 20 selected Woolworths stores across Victoria, is part of Costa’s broader commitment to sustainability and consumer engagement. It aims to gauge public sentiment and assess the viability of replacing produce stickers with laser etched 2D Datamatrix or QR codes.
In collaboration with “The Packaging Hippie” Gilad Sadan and Result Group, this first of its kind initiative introduces Australian shoppers to ‘Packaging Without Packaging’ – replacing traditional stickers with EcoMark Natural Branding, a clean, ink free, and food safe laser labelling technology.
Traditional fruit stickers are neither recyclable nor compostable and even compostable versions are sitting on siliconised backing paper which in nearly every case ends up in landfill as waste. The laser alternative offers a natural, ink free solution, gently removing a thin layer of pigment from the skin to leave a visible, food safe mark without affecting the fruit’s freshness, taste, or shelf life.
“This campaign is all about bringing innovation to life in a way that consumers can see, touch, and enjoy,” said Michael Dossor, Group General Manager at Result Group.
“We’re proud to support Costa in showcasing what’s possible when you rethink how produce is labelled. It’s engaging, educational, and a real step toward more sustainable practices.”
Throughout April, Costa’s Lovacados featuring laser etched Easter designs will be available in store, with consumers invited to share their thoughts by scanning a Point of Sale QR code.
If feedback is positive, Costa plans to move toward integrating 2D codes into the skin marking – supporting GS1 standards and offering end to end visibility from farm to consumer.