GLRPPR Sector Resource: Intermarche - Inglorious Fruits and Vegetables
Intermarche - Inglorious Fruits and Vegetables
Intermarché, a French supermarket chain, launched the Inglorious Fruits & Vegetables, a media campaign, celebrating the beauty of less than perfect fruits and vegetables. The chain also made this produce available at a 30% discount and offered samples to show consumers that they taste the same as their more perfect counterparts. The goal of the campaign was to raise awareness about how much food is wasted because it doesn't look perfect. The video below gives an overview of the campaign and its results.
Intermarche, via YouTube
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