The best of non-profit advertising and marketing for social causes

Inglorious Fruit & Veg

Inglorious Fruit & Veg

Every year we throw millions of tons of perfectly edible fruit & vegetables away because it doesn’t look right. A huge cost to producers, a huge waste of healthy, inexpensive food and a scandal in a world where a billion of us go to bed hungry every night. French supermarket Intermarche introduced a new sub-brand ‘inglorious fruit & vegetables’ to make these ugly veg heroic, and sold them at a 30% discount rather than throwing them away.

ugly-carrot

disfigured-eggplant

grotesque-apple

inglorious fruit & vegetables

Advertiser:
Intermarche
Agency:
marcel, Paris

I’m creative partner of the UK’s GOOD Agency. We build belief in brands, businesses and causes, because people do more with brands they believe in. Read more.