• My basket
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Inglorious Fruits & Vegetables

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Response/Ambient / 2015

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again