'Inglorious Fruits' Campaign Earns More Top Prizes at New York Festivals

Intermarché Takes Brand of the Year Prize, Awards for Food Waste Campaign

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Intermarché's "Inglorious Fruits & Vegetables" is on a roll. After earning the top award at the Andys earlier this year, Thursday night in London it took a coveted Black Pencil at the D&AD festival. And on Thursday evening in New York City, it earned "Best in Show" at the New York Festivals International Advertising Awards.

Its showing so far makes it seem poised to be one of the big winners at the industry's most-watched awards show, the Cannes International Festival of Creativity in June.

Simon Dumenco, editorial director of Advertising Age, presented the New York Festivals' Best in Show trophy to "Inglorious Fruits & Vegetables" Jazz at Lincoln Center's Frederick P. Rose Hall. The campaign, for France's third-largest supermarket chain, features photos of ugly fruit with copy including "a hideous orange makes beautiful juice" and "a grotesque apple a day keeps the doctor away as well." But perhaps the most compelling element was the accompanying product line, which turned unwanted fruits into new goods like Inglorious Vegetable Soups and Inglorious Fruit Juices -- complete with custom packaging and a dedicated aisle. TV spots also assured the "ugly" produce that they shouldn't be ashamed of imperfections.

Intermarché and its agency Marcel created the campaign to bring awareness to the 300 million tons of fruit and vegetables wasted each year. The supermarket also won the Brand of the Year award, along with three Grand Prize awards, two First Prizes, two Second Prizes, one Third Prize and a Finalist nod.

Other New York Festivals winners include FCB South Africa, which earned two Grand Prize Awards for "A Rainbow for the Rainbow Nation," and Leo Burnett Toronto, Chicago and London, which won a Grand Prize for Always' "#LikeAGirl," another campaign that's proved to be a top contender going into the Cannes International Festival of Creativity in June.

BBDO was recognized as Network of the Year for the third consecutive outing after receiving the highest score for its entries across all mediums. Revolver/Will O'Rourke, Australia, won Production Company of the Year.

This year's competition saw entries from 89 countries. A 28-person executive jury comprising chief creative officers from around the world selected the winners after five rounds of judging from a shortlist determined by the 350-member Grand Jury.

For the full list of winners, see the New York Festivals site.

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