Imperfect Picks / Harris Farm Markets
The Challenge:
Inspired by overseas trends, Harris Farm Markets wanted to look at how Australians select their fresh food. Each day thousands of kilos of perfectly good fruit and vegetables never leave the farm gate due to minor imperfections that don't meet the standards of the major supermarkets - hurting the environment, the farming industry and raising the cost of food for Australian Families. Harris Farm Markets came to us to help launch a new range as a solution for change.
The Insight:
Consumers are trained to judge fruit and veggies by their appearance, ignoring the fact that it might be just as perfectly good to eat, cook and enjoy.
The Idea:
Our approach was to create a food movement that consumers could get behind. Introducing Imperfect Picks, a positioning for the range that challenges established food perceptions of what's 'perfect' by basing fruit and veg buying decisions on freshness and taste, not a weird shape or blemish.
The previous unloved produce was captured through imperfectly beautiful photography to set it apart in-store, and ran as part of a campaign across social, in-store, pre-roll and press.
The Impact:
The campaign caused the stir that we wanted. Not only getting coverage in the media, from ACA to the Daily Mail, it also saw a massive swelling of consumer support online and in-store. In the first week, our Facebook engagement levels jumped to 127.0% (an increase of 15,236.80% from pre-campaign), causing our reach numbers to be more than double our fan base, and eventually get our message to over 1,000,000 consumers within a month. In-store sales also increased, with purchase of the range taking off, and causing a roll-on effect to increase overall shopper basket size.
So the big question, did the campaign change behaviour? Results are early, but within weeks the campaign has already saved over 100 tones of perfectly good fruit and vegetables - helping the farmers, the environment and their grocery bill.
