CRUZA LO QUE LLEVA AÑOS
Pronto Hogar · Retail
Challenge
Behaviour change — Lower-middle-class Colombian families, primarily women aged 28-45 who manage household budgets, deeply loyal to neighbourhood informal markets (tiendas de barrio) and distrustful of large retail chains which they associate with overspending and impulse buying
Insight
In Colombian working-class households, the handwritten shopping list on the fridge is a sacred financial document — items get crossed off not when they're purchased, but when the family can actually afford them. These lists persist for weeks or months, becoming a visible, emotional record of what the family still lacks. The list isn't about shopping — it's about waiting.
Idea
Transform Pronto Hogar from a store people distrust into the store that honours the list — by building the entire social and in-store experience around helping families finally cross off the items that have been waiting the longest, rather than pushing them to add new ones.
Execution
The campaign invited families to photograph and share their real, weathered fridge lists on social media using #LaListaQueNoSeBorra. A team of local neighbourhood mothers — micro-influencers chosen for their credibility, not follower count — visited homes on camera to understand which items had been waiting the longest. Pronto Hogar then restructured its weekly promotions around the most commonly 'stuck' items across thousands of submitted lists, publishing a weekly 'Most Waited For' flyer on WhatsApp groups. In stores, aisles were temporarily reorganised not by product category but by 'time on the list' — items families had been postponing the longest were placed front and centre with targeted savings. Checkout screens showed the message 'Today you crossed something off' instead of a standard receipt total.