Red Havas was briefed to support Asda with its launch of its £3.50 Wonky Veg Boxes – part of a drive to cut food waste. It was launched at Asda stores to coincide with Channel 4’s ‘Jamie and Jimmy’s Friday Night Feast’ feature.

Red Havas created a series of media drops which brought the story to life for journalists. Each box had enough produce to feed a family of four for an entire week for just £3.50, and includes in-season vegetables, so we found authentic case studies of families who welcomed to move and allowed them to trial the products.

The knobbly and wonky shaped – but perfectly edible – fruit and vegetables were perfect visual and video content and became an instant sensation with both customers and the media.

Consumer, Retail, Food Waste, Sustainability, CSR, Product, PR, Content