Harris Farm Markets embraces its imperfections in the latest campaign via Workshop Australia
Independent food retailer Harris Farm Markets has launched a new food movement in the form of its new Imperfect Picks range with the help of creative agency Workshop Australia.
Each day thousands of kilos of perfectly good fruit and vegetables never leave the farm gate due to minor visual imperfections. This is not only bad for the environment and the farming industry, but also raises the cost of food for Australian families.
Influenced by best practice overseas, Harris Farm Markets’ Imperfect Picks aims to challenge established food perceptions of what’s ‘perfect’ by basing fruit and veg buying decisions for a select range on freshness and taste, not on a weird shape or a small blemish.
Says Tristan Harris, co-CEO, Harris Farm Markets: “We’ve discovered that up to 25% of each crop is wasted since it doesn’t meet the specifications of the major supermarkets. We wanted to partner with some of the best farmers in Australia to take more of their stock – helping them get a fairer deal, reducing food wastage and making fresh food more affordable for Aussie families.”
Imperfect Picks will be priced at up to 50% cheaper than the regular range.
The previously unloved produce was captured through imperfectly beautiful photography setting it apart in store. It will also feature as part of a new recipe collection by chef Alex Kearns of Glebe Point Diner, and a PR campaign featuring Neil Perry and Mike McInerney.
Says Matt Arbon, creative director, Workshop Australia: “When people shop for produce they tend to only look at its appearance. We wanted consumers to rethink the ways they have been trained to judge food, and in the process create a movement that offers a solution for change.”
The new range and multi-channel campaign is being launched this month in store and online.
Marketing Manager: Brooke Hinman
Business Director: Tiffany Brittain
Business Manager: Melanie Miletovic
Creative Director: Matt Arbon
Senior Creative: Alex Davidson
Art Director: Rob Gordon
Copywriter: Julian Hartley
Photographer: Steven Popovich
Film Production: Shotbox
PR: Liquid Ideas
7 Comments
It’s great that this campaign has begun here.
A hat tip surely must be acknowledge to Intermarche of France for their Inglourius Fruits and Vegetable Campaign which was the original as far as I am aware.
I do like that they localised the camapign to a line that Australians understand from our asian neighbours.
The appropriation of the idea is entirely warranted and congratulations to Workshop for continuing what will hopefully be a global trend
Intermarche in France is the original but I think the idea is beyond pure advertising and should be embrace by all food retailers. Good one.
http://www.youtube.com/watch?v=p2nSECWq_PE
Can’t wait to read the upcoming comments about this.
Finally something I can take my nasty, cynical hat off to. Not the advertising, so much, but the initiative. I wouldn’t care if this had a BrandPower treatment, it’s a brilliant message that needs to get maximum attention.
Good strategy. Sure to be a winner.
I felt pretty good watching this. There is a level of believability in it, but i was hoping this wasn’t based on looks, more that this is what organic fresh food looks like, which it does. Can anyone confirm it’s organic or it still fucked by pharmaceutical poisons?
Three golds, a silver and a bronze at Cannes this year – yep, a pretty awesome idea.