Inglorious Fruits & Vegetables
Each year, the world throws away hundreds of millions of tons of fruits and vegetables, mainly because of their appearance. With the EU imposing strict actions against food waste in 2014, Intermarché and Marcel Worldwide joined forces to alter consumers' perceptions of imperfect fruits and vegetables. The supermarket bought from its growers the products they usually throw away, and sold them with a 30% discount. Celebrating the beauty of the Ridiculous Potato, the Hideous Orange and the Failed Lemon, the campaign saw Intermarché's store traffic increase by 24% and their sales of fruits and vegetables by 10%. The campaign was a national sensation, reaching over 13 million people in France, and many more through its online reach.
- DirectDirect Integrated Campaigns
Year
- 2015
Country
- France
Art Director
- Youri Guerassimov
- Anaïs Boileau
Chief Creative Officer
- Anne de Maupeou
- Erik Vervroegen
Copywriter
- Gaëtan du Peloux
Creative Director
- Julien Benmoussa
Director
- Blandine Mercier
- Cédric Dubourg
- Pascal Nessim
- Charles Georges-Picot
- Fabien Dubois
Editor
- Mikael Arslanyan
Executive Creative Director
- Dimitri Guerassimov
Photographer
- Patrice de Villiers
Print Director
- Jean-Luc Chirio
Producer
- Justine Beaussart
Advertising Agency
- Marcel
Production Company
- Prodigious Paris
Retouching
- L’Asile Paris
Account Manager
- Lou de Keyzer
Art Buyer
- Soone Riboud
Brand Manager (Client)
- Sylvie Cole
- Patricia Chatelain
- Myrtille Massoubre
- Mathieu Delcourt
Planner
- Leoda Esteve
Project Manager
- Noëlla Neffati
Strategic Director
- Guillaume Le Gorrec
Client
- Intermarché
Each year, the world throws away hundreds of millions of tons of fruits and vegetables, mainly because of their appearance. With the EU imposing strict actions against food waste in 2014, Intermarché and Marcel Worldwide joined forces to alter consumers' perceptions of imperfect fruits and vegetables. The supermarket bought from its growers the products they usually throw away, and sold them with a 30% discount. Celebrating the beauty of the Ridiculous Potato, the Hideous Orange and the Failed Lemon, the campaign saw Intermarché's store traffic increase by 24% and their sales of fruits and vegetables by 10%. The campaign was a national sensation, reaching over 13 million people in France, and many more through its online reach.
