A garden on wheels: Ametller Origen's surprising campaign in Barcelona
A transparent, vinyl-wrapped truck has traveled through iconic streets of Barcelona with a recreated garden inside, advocating the consumption of fresh fruit and vegetables.
Ametller Origen has launched this campaign to denounce the 25% drop in fruit consumption in Spain and to remind that real nutrients come directly from the field.
A garden on wheels that does not go unnoticed
Transparent truck with a recreated field inside
In Barcelona, a vinyl-wrapped transparent truck has stopped at spots like the Diagonal, Passeig de Gràcia, and Gran Via. Inside, a symbolic recreation of a field full of fresh fruit and vegetables. This image is not just any set, but the way Ametller Origen has chosen to claim that real nutrients come directly from the earth.
Slogan and direct message
With the slogan "It's time to eat real nutrients, it's time to stay grounded", the truck displays the phrase "You are seeing the most real dose of vitamins and minerals". The campaign highlights an evidence that many forget: fruit and vegetable consumption is decreasing, even though our body needs them to stay healthy.
The reality of consumption and escaping nutrients
Fruit consumption drops 25% in the last decade
According to official data from the Ministry of Agriculture, Fisheries and Food, fruit consumption in Spain has fallen by almost 25% in the last ten years. Why? Perhaps because we are looking for nutrients where they are not. Ametller Origen’s campaign reminds us that the best dose of vitamins and minerals comes directly from the field.
What do fresh fruit and vegetables provide?
For example, an orange exceeds the daily recommended dose of vitamin C, and a single carrot almost covers all the vitamin A we need in one day. Ironies of life: the "natural pharmacy" is accessible to everyone, but it seems we do not want to see it.
How the campaign has been deployed in Barcelona
A truck that distributes fruit and information
Besides the truck, Ametller Origen has distributed boxes with fresh fruit and vegetables, accompanied by an informational leaflet detailing the nutrients of each product. A clear and direct way to connect the city with the origin of these foods.
Natural pharmacy at the Bonanova store
The campaign concludes at the Ametller Origen store on Via Augusta, 256, where they have recreated a "natural pharmacy." There, fresh fruit and vegetables are shown as the real and effective prescription for taking care of health.
Ametller Origen closed 2025 with a turnover of 802 million euros, 147 stores, and more than 4,700 employees in Catalonia and Andorra.
The reality is that when the city sees a garden on wheels, maybe it means we have forgotten for too long where the nutrients that really matter come from.
