misfits market
#EatUgly
With the mission of reducing food waste and making healthy, organic food more accessible to everyone, Misfits Market aims to rescue "imperfect" food due to superficial beauty standards. The data-driven campaign's goal is to raise awareness about Misfit’s Market’s mission by highlighting the affordability, quality, and environmental impact of choosing their misshapen produce.
Target Audience: Eco-conscious Millenials and Gen Z who are interested in sustainability, healthy living, and reducing food waste.
Role:
Project Management, Art Direction, Copywriting
Team:
Jiya Ren, Hongyuan (Sam) Zhang, Aimar Díza Tatá, Melisa Khan
Misfits Market has effectively shown that saving 'imperfect' produce significantly reduces food waste, highlighting a major opportunity to engage eco-conscious consumers.
Insights
Get budget-friendly Millennials and Gen-Z who value sustainability
To spread awareness of the superficial beauty standards of the fresh produce industry
By showcasing adorable produce misfits and showing how opting for those reduces food waste
Because an apple is an apple, regardless of its shape
strategy statement
Engagement with the audience via polls and challenges
Credits: Jiya Ren, Hongyuan (Sam) Zhang, Aimar Díza Tatá, Melisa Khan, Gauri Misra-Deshpande