Goal
Misfits Market aims to reduce food waste and insecurity by leaving no produce behind.
Strategy Development
Consumers have been conditioned to perceive quality with perfect conditions, perpetuating superficial standards and contributing to food waste.
With a focus on copywriting and simple art direction to emphasize the food's appearance Misfits Market's "Looks Don't Matter" Campaign was created to correlate a human truth (insecurity) to a global problem (food waste).
