A clever approach to marketing from the French supermarket chain designed to promote misshapen, less-than-perfect-looking fruit and veg. As well as offering customers big discounts, it also sparked a dedicated branding concept.

Charlie Gschwend: “While the majority of this campaign was not online, it still shows off the interesting ways problems can be solved when you move away from traditional – to digital or otherwise. To combat food waste, this campaign made the ugly produce that usually gets tossed, attractive. They sold more product. Saved customers money. And helped fix an unsustainable system.”