Wonky Veg
Wonky veg is a source of a lot waste due to its appearance, and often times is rejected by big supermarket chains causing a lot food to never be sold and ending up in landfills purely because of the way it is looked.
Fruit and veg thats not as 'pretty' isn't as hated as supermarkets percieve them to be, a study conducted for Mintel showed that 48% of shoppers would buy oddly-shaped fruit or vegetables as long as they were good in quality, some figures going even higher than this with other studies.
Intermarché
Alongside this a poster campaign series created to sell these 'deformed' produce. They released a poster campaign depicting a few vegetables that were being sold in order to sell them despite their imperfections.
It's a simple concept, but the outcome speaks volumes about the type and the choice of images and the lettering along side of it. The focus of the campaign is to erase the stigma of food having to be beautiful and some how making it different to others, focusing closely on the fruit and veg allows a personal and upclose look at the food, which takes away the 'disgust' that we might have with the appearance of food, it takes away and also focusing on the function rather than the appearance of the food makes it informative as well as visually interesting.
Wonky veg has also been promoted by ASDA quite a lot, selling boxes around the UK for low prices in large boxes, its a really effective way to sell produce and provide a valuable service.
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| Wonky veg box |
Love Food Hate Waste
Love food hate waste is a campaign that provides information into the many different ways that food can be tackled, providing facts and resources for users to understand and make the difference in their daily lives and challenge the attitudes and behaviours which contribute to so much food waste.
Their website is especially engaging and provides a very large amount of information which is helpful and informative such as why the issue is important, what to do, how it all adds up, recipies, and how to get involved with the campaign.
Social media
How they are presenting and getting the issue and message out there to an audience.
A visual platform which allows users to quickly engage with images and information, for a campaign its an effective tool to utilise with the manor that instagram is engaged with at a fast pace, there is little time to make an impact on such a visual and accessible platform.
The visuas within their online prescnece is vital. The colours are bright and eyecatching but consistent with the brand and the type is large and bold which is also eyecatching.
The posts combine images and videos each with their own individual the
Hastag
Users engaging with the hastag. he amount of posts is also. The wording is quite open to interpriation and theres more than one way it can be interprited however the overarching message is positive even if its not directly connected to the campaign.
Co-op
In order to reduce consumers amount of food waste, the co-op joined up with this campaign to inform customers on how they can utilise food within store printed campaign, online and packaging.
Digital campaign
Graphics with information posted online. As a distribution technique it is visually well made and connects with the co op effectively with the colour use however this could be detrimental to the campaign as it could blend in too much.
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| Packaging from co op - with helpful tips for food waste |
The packaging is effective use of distribution as it directly engaged with the audience where as other campaigning could be easily missed.
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