Waste not, want not. A saying that could not be truer for French supermarket Intermarché.? The chain set out to ‘rehabilitate’ fruits and vegetables that didn’t fit ‘the norm’ – hitching on to the European Union’s declaration of 2014 as the year against food waste. Working with Paris-based creative agency Marcel Paris, the campaign Les fruits et légumes moches, or the Inglorious fruits & vegetables, was born.

An aisle was dedicated to the ‘ugly’ produce, given a 30 per cent lower price point than standard fruit and veges, as well as their own line of vegetable soups and fruit juices. The supermarket reported average sales of 1.2 tons per store of the Inglorious fruits and vegetables range two days after launching. A claimed 13 million were reached with the print, film and radio campaigns, and social media traction. That’s a lot of people talking about Intermarché.

Intermarche – ‘Inglorious Fruits and Vegetables’ from Goodvertising on Vimeo.