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2015 One Show - Cross-Platform

Inglorious Fruits and Vegetables

Agency Marcel / Paris

Client Intermarché
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Annual ID

150737A

About the Work

Each year, we throw over 300 million tons of fruits and vegetables away worldwide, mainly because of their aspect (57%). As the EU made 2014 the European year against food waste, Intermarché the 3rd largest supermarkets chain in France, decided to encourage better behaviours towards the non-calibrated fruits and vegetables. Intermarché launched “the inglorious fruits and vegetables”. A campaign to rehabilitate the imperfect fruits and vegetables by celebrating their beauty. Intermarché bought from its growers the products they usually throw away, and sold them in stores just like any others, but 30% cheaper. The campaign met a huge success. 2M people were touched on Facebook, we had 32K interactions and 122K views on the films (Facebook Player); meanwhile there were 7000 mentions on Twitter worldwide. International medias talked massively about the campaign: 740 articles worldwide. The case study of the campaign has 4M views in You Tube.