Electrolux: #UglyIsTheNewGood

In 2016, Electrolux’s Ugly Food survey in Singapore found that 83% of respondents only purchase fruits or vegetables that look good, 52% avoid buying bruised or misshapen produce and one in four would never eat ‘ugly food’. Electrolux, with Ruder Finn’s support, launched the #UglyIsTheNewGood campaign to build awareness and encourage consumers to purchase bruised or less-than-perfect-looking produce, which also helps reduce food waste along the food chain. Partnerships were developed with Food Bank Singapore, a daily Fresh Food Truck which collects and distributes perishable food to more than 130 beneficiary members Electrolux’s celebrity Chef Eric Low, to create delicious ‘ugly food’ recipes, and the Gillman Barracks Farmers’ Market, where local farmers gather monthly to sell produce. An expert nutritionist also helped debunk ‘ugly food’ myths.  For every eight hashtags collected, Electrolux pledged one day of funding for the Fresh Food Truck. A Social Experiment Video, showing that ugly food is equally nutritious, plus a food tasting session by Chef Low, were other parts of the campaign. A special pop-up store at the Gillman Barracks Farmers’ Market provided complimentary food samplings of Chef Low’s ‘ugly food’ dishes. The media received specially prepared ‘ugly food’ packages. 15 online influencers pledged support and posted their ‘ugly food’ photos on Instagram and Facebook. Some 4,340 hashtags meant a full year’s operation for the Fresh Food Truck. The video garnered close to a million viewers in just over three months. The ‘ugly food’ concept stimulated readers to contact newspapers to offer their input. Hygge, a local non-profit dining experience initiative, embraced the importance of the ‘ugly food’ movement, hosting a dinner ‘The Discarded Plate,’ centered around ‘ugly food’.