Patrice de Villiers photographs ugly vegetables for Intermarché

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
Client: Intermarché
Art Buyer: Soone Riboud
Creative Director: Anne de Maupeou
Creatives: Dimitri Guerassimov, Anaïs Boileau
Food Stylist: Marie Triboulot


Patrice de Villiers photographs ugly vegetables for Intermarché Patrice de Villiers photographs ugly vegetables for Intermarché Patrice de Villiers photographs ugly vegetables for Intermarché Patrice de Villiers photographs ugly vegetables for Intermarché Patrice de Villiers photographs ugly vegetables for Intermarché Patrice de Villiers photographs ugly vegetables for Intermarché Patrice de Villiers photographs ugly vegetables for Intermarché
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