Inglorious Fruits and Vegetables

A witty supermarket campaign to reduce food waste

A campaign across film, print, billboards, radio, in-store, PR, social media to rehabilitate the imperfect fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon. The idea was to show people that, though they might by ugly looking, there are as good as any others, but 30% cheaper.