The 2022 Cannes Lion Awards (Raw)

To fight against food waste, French supermarket Intermarché encouraged customers to embrace its ‘ugly’ fresh produce. With simple imagery and clever copywriting, disfigured fruits and vegetables were made to look just as appealing as their immaculate counterparts.

The imperfect produce sold out, taking Silver in the Creative Effectiveness Lions, and spurring copycat initiatives around the world.

3 Gold Lions 1 Silver Lions 2 Bronze Lions

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