Asda: Wonky Veg

The Challenge

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.

Asda: Wonky Veg

The Solution

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.

The Results

Red Havas secured 170 pieces of coverage achieved and the story received over 35,000 likes, shares and comments on Facebook
The wonky veg boxes sold out entirely within 6 ½ hours at all trial stores
As a result, Asda decided to introduce them in all 550 stores in England, Scotland and Wales


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