Tight briefs – Wonky veg

June 2, 2016 - Posted by Rachael Britton

Promoting a stunning looking product with a few clever words is a piece of cake, brands like Apple and Dyson spring to mind. But this week’s tight brief was to create a campaign concept to promote the use of ugly fruit and veg, or in other words, produce that doesn’t meet supermarkets’ cosmetic standards.

According to The Telegraph, 40% of a farmer’s crop is left to rot if parsnips are too bent, or apples too red or green, etc. Jamie Oliver and Jimmy Doherty already highlighted this problem in their Channel 4 TV show Friday Night Feast earlier this year, whilst Hugh Fearnley-Whittingstall has been fighting his War on Waste on BBC One.

We at Workbrands agree that it’s time that we change our mindset when it comes to the fruit and veg we buy. So one of our designers, Darren, set a two hour brief for a creative campaign that makes imperfect produce the norm and that brings all types of veg – blemishes and all – back to our supermarkets.

By total coincidence (honest), it was also Darren’s concept that won this week’s challenge, with his use of abstract looking vegetables and fitting quotes. Si created an eye-catching campaign using veggie photos with a bold quote over the top. Chelle positioned markers in the supermarket itself to give the veggies a personality, and Nick went all out with a compelling video (and voice-over by himself) to get wonky veg back into our shopping baskets.

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A campaign promoting the use of wonky veg
A campaign promoting the use of wonky veg A campaign promoting the use of wonky veg A campaign promoting the use of wonky veg

As a cook it’s completely obvious that this is perfectly good food. The word 'cosmetic’ in cosmetic standards says it all. It reveals how ludicrous it is to throw it all away.

Hugh Fearnley-Whittingstall