Imperfect Collection

The Woolworths Imperfect Collection project championed sustainability by addressing food waste in a creative and impactful way. I conceptualised and executed this campaign, highlighting Woolworths’ commitment to being the difference. Through striking visuals and thoughtful messaging, the campaign reframed these items as valuable, emphasising their taste and quality despite cosmetic flaws.

My task involved developing creative assets that balanced aesthetic appeal with storytelling, ensuring the message resonated with Woolworths’ diverse customer base. The campaign not only aligns with Woolworths’ brand values but also engages and educates consumers, making a tangible impact on perceptions of “imperfect” produce.

This initiative will live inside of Woolworth's existing mobile app. Items listed under the Imperfect Collection will have symbols to indicate why the item is imperfect. On their profiles, users can track their progress to the next reward. They will also be given a breakdown of the natural resources (in numbers of tubs of water saved, cars off the road, and homes powered) that they have helped to save by shopping the Imperfect Collection, which they can share.