Inglorious Fruit and Veg, is a campaign created by Intermarché in order to help reduce food waste by selling deformed fruit and veg at a 30% discounted rate. The name is printed onto the campaign posters at the bottom left, this shows that they don’t want to hide away and be rejected. The word inglorious is bold and in upper case, and the fruit and vegetables is below this in lower case, this makes it clear that the point of the campaign is showing that the fruit is inglorious.

The inglorious ‘ugly’ fruit and vegetables have been photographed in a studio environment with the white backdrop and bright lighting. The white backdrop allows the beautifulness of the fruit or vegetable to be bold and stand out over the background so that the whole
object is seen. The bright lightng against the white background makes the ugly fruit and vegetables feel clean and clinical, adding to the beauty of the object and making it feel vulnerable.

In comparison, this ‘without ketchup’ advert uses very simplistic photography and layout.

Much like the inglorious advert, Heinz have used colour to promote the main product of the advert. The dull background and meal make the Ketchup bottle stand out more as the red is a very vibrant colour and contrasts against the rest of the advert strongly.

Both of these adverts portray taste. Heinz portrays the thought of what lots of people think their dinner tastes like without adding ketchup to it, not necessarily cardboard but boring, plain and tasteless. Whereas Inglorious fruit and veg is portraying the idea that looks don’t change the taste, ‘In a soup, who cares?.

http://www.dailymail.co.uk/femail/food/article-2693000/Forget-ugli-fruit-meet-ugly-fruit-bowl-French-supermarket-introduces-lumpy-misshapen-fruit-vegetables-sold-30-discount-combat-food-waste.html

http://www.adsoftheworld.com/media/print/steak_1