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.
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