Creative Gallery on Sustainability Communications


"Eat Uglier" For Do The Green Thing
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Description / Synopsis

Illustrator Harriet Stansall serves up a second poster for her ‘Eat Ugly’ campaign against food waste, which inspires shoppers and supermarkets to look beyond the aesthetics of fresh produce and buy it on the basis of taste. “I wanted to make a series of posters about food waste that reflect the influence of propaganda/beauty campaigns,” says Harriet. “This is a campaign to show that fruit and veg come in all shapes and sizes, and that we should look past their unfortunate looks and take pride in picking the ugly vegetables up off the supermarket shelves. In doing so, we can minimise mindless food-wasting”


61% of Brits are concerned about the environmental impact of our food and groceries when we shop, but that doesn’t stop us picking only the most perfect peaches. Our choosiness means supermarkets like Tesco have to source more produce than we could physically eat to put on a nice display, which resulted in a fifth of their fruit and vegetables going to waste last year. Bad news for greenhouse gas levels, food miles, packaging, pesticides and water use.


Do The Green Thing aims to inspire as many people as possible to live in a less selfish, less consumptive, more imaginative and more sustainable way. Our product is a feed of beautiful, subversive and delightful inspiration made by great creative talent from around the world.


In the seven years since we launched Do The Green Thing, our posters, films, podcasts and products have reached over 21m people in 209 countries/territories around the world. Research conducted by Hall & Partners tells us that we’ve inspired our subscribers to save 2.5 times more CO2 than they otherwise would have.

Title"Eat Uglier"
AgencyHarriet Stansall
AdvertiserDo The Green Thing
Sustainability Themes Climate Change & Atmosphere, Consumption Patterns, Education & Awareness, Food, Agriculture & Fisheries
Date of First Publication 21/05/2013
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
TaglineEat ugly
Account Director: Do the green thing 
Account Executive: Do the green thing 
Creative Team: Harriet Stansall