Intermarche bought the unwanted foods they usually throw away from their growers and branded them ‘The Inglorious Fruits & Vegetables’. They were given their own aisle in store and products like vegetable soups and fruit juices were made, branded and sold 30% cheaper than the usual products.
A massive success, Intermarche sold on average 1.2 tonnes per store in the first two days, it became the most shared article in the history of French magazine, LSA, a publication specifically for distributors and industry professionals involved in volume retail selling in France. It also increased their mentions via social networks in the first week by 300%.
It just goes to show that imperfections are nothing to be ashamed of, and they’re perfect for branding.