Imperfect Foods: Earth Month 2022 Campaign

Client: Imperfect Foods delivers groceries on a mission to eliminate food waste and build a better food system for everyone.

About: An integrated campaign aiming to take the typical Earth Month pressure off and celebrate Imperfect Foods' customers.

In 2022, Imperfect Foods took the typical Earth Month pressure off and make a big deal out of everything its customers were doing already. To emphasize their small wins, and connect the dots to the major impact they have collectively by stacking up the small wins, even imperfectly, throughout the year.

Being mindful that a bunch of small wins shared can start to feel like a listicle of “it’s easy, do more” tips, we instead celebrated our customers through storytelling. This is how the Earth Month integrated campaign came to life.

So, was Earth Month a success? Yes! While each channel had its own goals, the overall integrated campaign performed well—increasing AOV, customer referrals, and engagement for Imperfect Foods.

And most importantly, we got to celebrate what people are already doing right all year round. And it felt really, really good to make the customers the center of this campaign, since Imperfect Foods would be nothing without them.

Case study: https://sarautz.webflow.io/projects/earth-month