A Grotesque, Hideous, Disfigured Campaign

https://www.youtube.com/watch?v=p2nSECWq_PE

This spring, European grocer Intermarché launched “The Inglorious Fruits & Vegetables,” a beautifully simple campaign to build public awareness about food waste.

The campaign celebrates the lovable imperfections of oddly-shaped produce, which draconian grocery store standards generally deem unsuitable for sale. Intermarché points out that this product is not just equal to its smooth, round brethren, but better: It’s endearingly ugly!

Check out this video to meet our new friends the Grotesque Apple, the Ridiculous Potato, the Hideous Orange, the Failed Lemon, the Disfigured Eggplant, the Ugly Carrot, and the Unfortunate Clementine.

Intermarché gets props for driving sales of a product they would otherwise have a hard time selling, while delivering a 30% discount to the consumer and building awareness of important an economic issue. It’s an excellent example of how, when companies are socially responsible, it’s usually a win-win.