Inglorious Produce

Insight

Perfectly good, but imperfectly shaped fruits and vegetables get tossed every day because there's a perception that people won't buy them.

Idea

Celebrate the beauty of ugly fruits and vegetables by proving that they're as useful as their conventional counterparts.

Execution

Reduce the price of the inglorious fruits and vegetables by 30% to get them in people's carts as well as release a line of inglorious soups and juices.

Notes

This could have easily come across as greenwashing, so it was crucial they go the tone and the attitude right. The elegant art direction and copywriting, opting for direct language and simple imagery struck a chord nicely.