One Peel Away is a campaign that encourages people to look beyond visual bias to reduce food wastage. A contributor of the growing food wastage in Singapore, cosmetic filtering is a prevalent practice whereby edible food that is slightly damaged, discoloured or misshapen is rejected and thrown away because of its unappealing visual appearance. In collaboration with Cold Storage, these fruits are specially packaged and marketed as fresh juice with the idea that behind blemished outer appearance, the flesh of the fruit is still good and nutritious.
This message is conveyed through the packaging, which portrays blemished fruit skin and a perforated portion that can be peeled off to reveal information and benefits such as discount vouchers. These benefits and the sense of discovery serve as incentives for people to purchase imperfect fruit products. The campaign is also translated into display ads that attempt to spark the interest and curiosity of active, eco-minded millennials. Through this engagement, the campaign seeks to encourage consumers to look past the blemishes into the goodness that is just one peel away.