Strict cosmetic EU standards dictate exactly how fruit and veggies should look. Tonns of healthy produce is thrown away simply  because it doesn’t look pretty! If produce fails to make the grade for size, shape, or color it’s deemed  "ugly" and unsellable. This campaign encourage people to buy less than perfect produce sold in Norwegian stores. Save resources and money. The copy plays on the fact that they might not be perfect on the outside, but just as good on the inside. 

Art Direction/concept: Hilde Pedersen / Graphic design: Ailinn Ytterdahl / HIlde Pedersen, Innoventi