The unfortunate clementine: from bastards to beauties

How wonderful would it be if supermarkets could encourage healthy eating, at a cheaper price and in a way that helps the environment too? Well French chain Intermarche and agency Marcel have pulled it off with an inspiring case study video that tells the story very well.

I believe that this is a rare example of how an agency has used both creativity and innovation to solve a business (and societal) problem.

Creativity in the the campaign idea of Les Fruits & Legumes Moches (or Inglorious Fruits and Vegetables) that creates impact by highlighting that the unusual looking is still just as good for you as the sexy. Innovation because it identifies a new route to market and price point for a previously low-value item.

Enjoy and bon appetit