An Artist Created A Stunning Images Of Inglorious Fruits & Vegetables For French Supermarket Chain – Design You Trust

An Artist Created A Stunning Images Of Inglorious Fruits & Vegetables For French Supermarket Chain

This ad campaign for French supermarket chain Intermarché, created by Marcel Paris, takes a stand against food waste. Presented in an almost generic advertising case film, it still leaves us with a beautiful print series and a beautiful thought.

Each year, we throw over 300 million tons of fruits and vegetables away worldwide. Why? Mainly because of their aspect (57%). As the European Union made 2014 the European year against food waste, Intermarché the 3rd largest supermarkets chain in France, decided to try and change their customers perceptions to encourage better behaviours towards the non-calibrated fruits and vegetables. How? By showing them that though they might by ugly looking, they are as good as any others.

Intermarché made every effort to celebrate these “inglorious fruits and vegetables” the way they deserve to be celebrated. They got their own print and film campaign, their own local poster and radio campaign, their own in-store branding, their own aisle in store, their own labelling, and their own spots on the sale receipt. Finally, for people to realize that they were just as good as the others, Intermarché designed and distributed inglorious vegetables soups and inglorious fruit juices in stores.

Intermarché launched “the inglorious fruits and vegetables”. A campaign to rehabilitate the imperfect fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon… For the very first time, a supermarket decided to change the way the system works. Intermarché bought from its growers the products they usually throw away, and sold them in stores just like any others, but 30% cheaper to make it attractive to its consumers


If you want more awesome content, subscribe to 'Oh, Design You Trust,' our brand new Facebook page! Trust me, you won't be disappointed.

More Inspiring Stories

Homeless Veteran Timelapse Transformation Fundraiser
Insectes Photography by Laurent Seroussi
Artist Pays Homage To Classic Video Games With Awesome Oil Paintings
Artist Makes These Really Useful Work Meeting Achievement Badges - Try To Collect Them All
Artist From Poland Creates Gorgeous Wild Animals Designed In 3D
This Artist Creates Dazzling Realistic Portraits Of Pictures In Pictures
This Photographer Captured 130 Images Showing The Stunning Beauty Of Redheads
Artist Leaves His Paintings For People To Find After Getting Rejected By Art Galleries
Époque Chair: past eras of design, beautifully blended into a modern seat
Stunning Photos Of Cappadocia, Turkey That Will Take Your Breath Away
Stunning Socialist-Era Architecture: The Brutalism Of Zagreb, Croatia
The 20 Brands With The Most Loyal Customers
Anonymous Artist Is Photoshopping Kids Books, And The Result Is Hilariously
Artist Turns Himself Into A Living Digital Illustration By Using A Body Painting
Polish Street Artist Denounces The Misery Of Fashion With Striking Billboards
Young Artist From South Korea Creates Visual Illusion Art Using Her Face And Hands
This Artist Combines Human And Animal Features Into A Single Self-Portrait
Stories Of Peeling Plaster: Russian Artist Creates Art Out Of Peeled Plaster
These Images Beautifully Explain Why Reproductive Justice Affects All Of Us
Street Artist DALeast Unveils a New Impressive Mural in Lodz, Poland
Artist Imitators Thrive in China's Famous Oil Painting Village
BigPicture Wildlife Images Competition 2017 Winners
Artist Joanna Swirska Creates Superb Animalistic Tattoos
Photographer Philippe Echaroux Used A McDonald’s Big Mac Box To Create Stunning Portraits