Same on the inside.

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Food waste is created in Singapore every day. One of its reasons is that edible vegetables are thrown away because they look ‘ugly’.

Same on the Inside is a two-part campaign that aims to change our perception towards ‘ugly’ vegetables and food waste habit.

Campaign: Part 1

Print & Online Ad

Multi-language print advertisements for everyone’s ease of understanding.

Campaign: Part 2

In-store Packaging

‘Ugly’ and nice-looking vegetables are packed together into a muslin bag, designed with the key visual. The production cost of the packaging is mediated by the lower value of ‘ugly’ vegetables. This will not affect the pricing of the vegetables.