A lighthearted campaign on the surface, Perfectly Flawed aims to subtly change the way shoppers think about the immaculate fruit and veg they purchase without a second thought.
Supermarkets’ dishearteningly high rejection rate for imperfect produce is blamed on the consumers, so this new drive aims to make sure the customer is no longer an excuse by driving a nationwide petition.
The design takes in a wide array of influences, ranging from Dove’s campaign for real beauty to the current backlash against impossible ideals created via clever photoshopping. The campaign shows ugly fruit and veg in an anthropomorphised way to make people think twice before instinctively recoiling from misshapen foods.
Student work at Shillington College