French commercial supermarket chain Intermarché launched a brilliant campaign earlier this year, launching ‘Inglorious Fruits&Vegetables’.
Utilizing film, print, poster and radio, the campaign celebrates the goodness of the failed fruits and vegetables that did would not normally make it the cut to be on the supermarket shelf. As a result, these fruits and vegetables are usually thrown away.
Ad agency Marcel focused the spotlight back on the fruits and vegetables, featuring Grotesque Apple, the Ridiculous Potato, the Hideous Orange, the Failed Lemon, the Disfigured Eggplant, the Ugly Carrot, and the Unfortunate Clementine.
The campaign also gave the fruits and vegetables a separate labelling, aisle, and space on the receipt. As a result, consumers could enjoy their regular fruits and vegetables at 30% cheaper, and it got media talking about the fight against food waste.