
Publicis Groupe’s Marcel Worldwide received the Grandy, the top prize at the International Andy Awards, tonight for “Inglorious Fruits and Vegetables” — the campaign it created for French supermarket chain Intermarch.
When the European Union declared 2014 the Year Against Food Waste, Marcel Paris and Intermarche moved to help reduce the 300 million tons wasted worldwide every year, included misshapen fruits and veggies that rarely make it into shopping carts.
An in-store campaign turned unwanted foods were turned into real products like Inglorious Vegetable Soups and Inglorious Fruit Juices with custom labels and their own aisle. TV spots with reassuring voice-overs reminded self-conscious produce that imperfections are nothing to be ashamed of.
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