Driving Awareness & Sales for “Inglorious” Produce

Our mission was to shift perception, increase sales of discounted fruits and vegetables, drive engagement, and convert awareness into measurable sales through a strategic mix of email marketing and social advertising.

The Challange

Despite strong sustainability messaging, the client faced:

  • Low awareness of the “ugly” or Inglorious produce program.
  • Weak engagement on digital channels.
  • High levels of unsold inventory (leading to food waste).
  • Limited conversion from existing promotions.
  • A perception problem: “ugly = lower quality”

The campaign required not just promotion – but behavior change.

 

The Results 🚀

0%
increase in sales
0%
reduction in food waste
0x
increase in overall engagement

Our Strategy

We designed a full-funnel marketing ecosystem focused on education, emotional connection, and conversion.

Reframing the Narrative (Positioning)

We shifted the messaging from “discounted products” to:

  • Smart choice (save money)
  • Responsible choice (reduce waste)

Core message: “Good for the planet. Even better for your wallet.”

Email Marketing Ecosystem

We built a high-performing email funnel designed to nurture and convert:

Campaign Structure

  • Welcome sequence introducing the concept

  • Educational emails on food waste impact

  • Weekly promotional offers

  • Behavioral triggers (abandoned views, unopened offers)

 

Let’s Build Something
Extraordinary Together

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