As part of their campaign against food waste, Intermarché commissioned Patrice to photograph a selection of misshapen fruits and vegetables. The final images were used to advertise a special section in Intermarché stores that sold “ugly” fruits and vegetables at a lower price than “pretty” ones. The undesirable produce was rescued from suppliers who normally regard it as unsellable and throw it away. The campaign was a huge success in France, and brought a lot of attention to the massive amount of food that gets wasted every day.
Agency: Marcel Worldwide
Art Buyer: Soone Riboud
Creative Director: Anne de Maupeou
Creatives: Dimitri Guerassimov, Anaïs Boileau
Food Stylist: Marie Triboulot