Imperfect Food Feud
Imperfect Food Feud is an ad campaign centered around an idea for a home cooking challenge, here fictionally supported by Imperfect Foods. Imperfect Foods’ mission is to eliminate food waste and build a better food system for everyone, which I felt could be expedited by means of a little friendly competition in the kitchen.
Mobile UI | Ad Series | Guerilla Marketing | Photo Compositing | Copywriting
After downloading the app, users add friends to coordinate a date, time, and theme for their challenge, as well as input any dietary restrictions. A box with mystery ingredients tailored to the theme is delivered to users on the set date, utilizing the same online ordering and delivery methods already employed by Imperfect Foods. Users can utilize in-app video and audio functions to communicate with competitors throughout the duration of the challenge, and can prepare for competition by following video tutorials and recipes included within the app. Winners are all participants because they helped their planet, saved themselves a trip to the store, and had fun doing it.
“Waste not, welterweight! Set your matchup, preheat the oven, and warn the neighbors you’re preparing to fight food waste in the funnest way known to man. Utilize in-app tutorials, recipes and call features to sharpen your skills before your ingredients box is delivered. Once it arrives, enter the ring with your opponents and prove once and for all who can make the meanest meal imaginable utilizing every ingredient included… even those above your weightclass.”
