For your advertising campaign to be memorable, you have to do something special. While I was in the UK I watched a fair bit of T.V., and I can’t honestly remember any of the adverts. What does that say? That I’m either not the target audience, or that the adverts are not memorable. The former I appreciate, targeting is not fool-proof. However, this surely doesn’t apply to all the ads shown? Does that mean the latter is closer to the truth?
One recent campaign that did catch my eye – and I have remembered it ever since – is the misshapen fruit and veg campaign by the French retailer Intermarché. In short, the retailer highlights the “ugly” fruit and vegetables and either suggests alternative ways of using them or a uses a quirky headline to induce sympathy for the ugly produce.
The campaign is underpinned by a seemingly altruistic motive: to reduce food waste. Secondly, it has a strong promotional hook: the prospect of a 30% discount. Thirdly, the creative really works, because it shows off the strangely shaped fruits and vegetables as if they were perfect. The photography is bright, focusing on the produce and the accompanying copy is cleverly thought out.
You know, it’s interesting that people seem to have a perception that there is something wrong with misshapen food. It’s like shoppers believe this type of food is worth less, like an item of clothing with a button missing, or a piece of crockery that is classed as a “second”.
In the case of fruit and vegetables the taste experience is exactly the same. Our eyes just won’t believe it; we link looks to taste and if we don’t see perfection we expect money off to compensate for, what we think, will be a worse experience. Therefore, it’s not unsurprising that our desire to purchase increases when there is a monetary incentive.
This campaign demonstrates that advertising, when done properly, increases awareness and steers to the information they need to make a more informed decision, benefitting them and the entire channel, from grower to seller. Not to mention a potential reduction in food waste.
Who can object to that?
Here is the link to the original article, if you’re interested…
Written by Ingeborg