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Supermarkets rally against unrealistic beauty expectations for fruit and vegetables

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  • May 1, 2015
  • Elly Strang
Supermarkets rally against unrealistic beauty expectations for fruit and vegetables

In light of our recent article on dumpster diving, we cast our eye around the globe to find innovations by stores to stop food waste.

Our favourite was one from 2013 by French brand Intermarché. Titled ‘Inglorious fruits and vegetables', the ad campaign gave 'warts and all' produce a 30 percent markdown in price.

It celebrated the “ugly” produce that is often discarded by growers, shoppers and supermarkets and championed for taste over waste.

Coupled with a clever marketing strategy and some amusing – and slightly disturbing – ads, the campaign was a hit.

The results were huge: an average sale of 1.2 tonnes per store in the first two days, store traffic increased 24 percent and 21 million people were reached by the campaign after one month.

Starring roles were given to a ridiculous potato, a hideous orange, a disfigured eggplant, an ugly carrot, a failed lemon and an unfortunate clementine.

The photographer of the campaign, Patrice de Villiers, told Fast Company that taste is more important than waste.

“It's the taste that matters. Given the vast amount of fresh produce needlessly thrown away, the sooner more supermarkets implement something like the Intermarché strategy the better,” de Villiers says.

Two years on, the ugly food movement is picking up steam worldwide. Woolworths Australia launched a similar campaign called "Odd Bunch" at the end of last year, and UK retailer ASDA this year promoted "wonky” fruit and vegetables. Celebrity chef Jamie Oliver fronted both campaigns.

Back in New Zealand, no supermarkets have joined the movement that we’re aware of, but food waste is an ongoing problem. WasteMINZ and local councils found that we chuck out more than 120,000 tonnes of food waste a year.

Could embracing the “uglies” of produce be the way to beat it?

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The new Apple Mac is out, good thing I have a spare 35k to spend

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  • June 5, 2019
  • Courtney Devereux
The new Apple Mac is out, good thing I have a spare 35k to spend

Apple’s products likely lead the way in design, but the point they seem to get across each release is that they also lead the way in price.

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Hell Pizza challenges Valentine’s Day tradition

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  • February 19, 2019
  • StopPress Team
Hell Pizza challenges Valentine’s Day tradition

Yesterday, Hell Pizza challenged the idea of Valentine’s Day with a campaign promoting a night for one, rather than a night out with the masses at a restaurant or bar.

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Just in Valen-time: Krispy Kreme shows its love

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  • February 14, 2019
  • Courtney Devereux
Just in Valen-time: Krispy Kreme shows its love

Where there is a gap in the market, it will eventually be filled. So, has reigned true for the poorly timed disappearance of Candy Hearts and Krispy Kreme’s new ‘Conversation Doughnuts’ which have seemed to take the place of the classic Valentine’s Day candy.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Real Groovy record store moves location, again.

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  • January 31, 2019
Real Groovy record store moves location, again.

Popular record store Real Groovy is moving for the sixth time in 30 years, this time only making a small hike up Queen Street where it will resettle.

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Hell launches ‘unruly tourist’ pizza

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  • January 24, 2019
  • StopPress Team
Hell launches ‘unruly tourist’ pizza

As the unruly tourists saga continues, Hell Pizza decided to join the conversation with a billboard 'launching' a limited edition pizza.

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Magnum’s new vegan approach

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  • January 16, 2019
Magnum’s new vegan approach

Magnum ice cream has announced the new introduction of its latest initiative, a vegan version of its classic bar.

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