Imperfect Foods delivers groceries on a mission to eliminate food waste and build a better food system for everyone.
An integrated campaign aiming to take the typical Earth Month pressure off and celebrate Imperfect Foods' customers.
Lead Designer: Sara Utz
Art Director: Irene Goddard
Senior Designer: Tegan Harmonay
Designer: Tay Gmahling
Director of Brand: Jeanne Foels
In 2022, Imperfect Foods took the typical Earth Month pressure off and make a big deal out of everything its customers were doing already. To emphasize their small wins, and connect the dots to the major impact they have collectively by stacking up the small wins, even imperfectly, throughout the year.
Being mindful that a bunch of small wins shared can start to feel like a listicle of “it’s easy, do more” tips, we instead celebrated our customers through storytelling. This is how the Earth Month integrated campaign came to life.
To kick off the campaign strategy, the Creative team defined a unique Earth Month look and feel—including a color palette, product selections, photography, and visual elements. Together, these elements set the tone for a cohesive campaign.
Working with cross-functional partners, we established what marketing assets would be needed for the campaign—ranging from emails and display ads to a PR booklet. These assets were created concurrently. When Earth Month approached, each customer segment and touchpoint was ready to launch.
So, was Earth Month a success? Yes! While each channel had its own goals, the overall integrated campaign performed well—increasing AOV, customer referrals, and engagement for Imperfect Foods.
And most importantly, we got to celebrate what people are already doing right all year round. And it felt really, really good to make the customers the center of this campaign, since Imperfect Foods would be nothing without them.
