OZHARVEST Campaign (2023)
Advertising Design
This campaign was designed to reduce food waste in Australia by challenging negative perceptions of visually imperfect produce. Developed as a university project with OzHarvest as a live client, the campaign explores how so-called “ugly” fruits and vegetables are often rejected and discarded, despite being safe and nutritious.
A sarcastic and advertising-led approach was adopted to confront these biases, using irony and bold messaging to draw attention to the issue. By exaggerating traditional beauty standards in food advertising, the campaign encourages audiences to rethink what is considered acceptable and valuable.
Through this approach, the campaign aims to shift consumer attitudes, raise awareness of food waste, and support more sustainable and inclusive food choices.
“ Ugly food can be delicious too.”
The slogan “Ugly food can be delicious too” reinforces the campaign’s message by challenging conventional beauty standards in food. It highlights that visually imperfect produce is just as edible and valuable, encouraging audiences to rethink their perceptions and recognize how unnecessary rejection contributes to food waste in Australia.
We Questioned: WHY?
Do people only support designer brands? even though they might look ‘ugly‘…
(Balenciaga 2021)
“Old fruit can be fashionable too.”
The slogan “Old fruit can be fashionable too” was used to satirize modern society’s obsession with appearance and trends. By framing imperfect produce through the language of fashion, the campaign highlights how value is often defined by looks rather than substance, encouraging reflection on consumption and food waste.
The campaign aims to critique modern society’s obsession with fashion, trends, and surface-level beauty by using visual satire. By presenting ugly fruits and vegetables through the lens of high fashion, the design challenges conventional standards of attractiveness and questions how value is assigned in contemporary consumer culture.
