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IMPERFECT FOODS

Food Waste Week Roadshow 


SNAPSHOT

3 destination cities

6 original radio ads

200 pounds of rescued food

99 upcycled Plinko pegs

10x expected engagement

Experts agree: sourcing food responsibly works the best when it’s fun. For Food Waste Week, we teamed up to create a modular pop-up experience ready to travel the west coast that used play, not guilt, to inspire awareness about preventing food waste and generate new customers.

With sustainability front and centre, we fabricated a variety of hands-on activations made with biodegradable materials, upcycled parts, and zero on-location waste..

Outdoor event setup with a large pink sign reading 'Imperfect Foods' on a grassy area, surrounded by tents, a wooden planter, and colorful buildings in the background.
Two women talking and smiling inside a cutout frame at an outdoor event, with a colorful illustrated display behind them showing a food journey diagram and a pink section with text. The background includes a grassy area and a city street with cars and buildings.
A woman in a pink shirt and white cap is at an outdoor food truck branded 'Imperfect Foods,' serving bags of food to a customer through a hockey puck style opening in the truck's side.
Young woman smiling and emerging from a pink delivery truck labeled 'ImPerfect Foods', wearing a pink t-shirt and colorful shorts with a tattoo on her arm.

“You guys have ruined all other agencies for us; you were too good.”

— Irene (Lee) Goddard (Art Director, Imperfect Foods)

Getting out the message through play
We created a veritable playground of games, photo moments, original radio ads, and more, combining entertainment, education, and engagement. These included an 8-foot-tall Plinko Smoothie board, giant inflatable googly-eyed veggies, and a walk-in Imperfect Foods delivery box with an educational mural inside and selfie-worthy backdrops.

A woman wearing a white baseball cap and pink shirt holding three colorful cards with animated fruit characters in front of her face, showing her eyes and forehead.
Colorful outdoor display featuring a large pink and yellow machine with rainbow decoration on top, showcasing various jars, and a signboard listing smoothie flavors, set on a grassy area surrounded by buildings and a chain-link fence.
Colorful game components including round cards with illustrations of vegetables and fruits and matching circular pieces. The cards show a blueberry, apple, lemon, and orange with labels reading '1 Imperfect Smoothie.' The circular pieces depict a carrot, lemon, and orange slices.
Close-up of colorful notebook covers with fruit and vegetable illustrations and playful eyes, displayed standing upright on a shelf.

For ambience, we wrote and produced Radio KIWI, a collection of genre-spoofing radio ads that played between songs on our DJ’s food-themed playlist.

Listen to a Radio KIWI PSA here

The very first event blew our estimates out of the water, with 10x the RSVPs of previous similar events, and 9x expected foot traffic.

IMPACT

Location, location, location
We partnered with food truck parks to reach a young, food-excited audience, creating custom menu items that showcased (and destigmatised) rescued ingredients. To extend our reach, we customised a cargo bike and filled it with Imperfect Foods’ white label snacks, sending a two-wheeled ambassador around the neighbourhood to gather signups and drive traffic toward the main experience.

Colorful food truck with a large asparagus and carrot on top, and the word SPARK in large letters, in front of a blue sky. Cardboard boxes of Imperfect Foods are stacked on a grassy area
Person holding small oranges with stickers and cartoon eyes near a basket of small oranges with stickers, outdoors on a sunny day.
Wall decorated with colorful cartoon illustrations of various food items, including a burger, apple, cucumber, radish, quinua, and other produce, each with cartoon eyes.
Paper cutouts of a carrot, a peach, and a beet with googly eyes, arranged on burlap fabric.

Food fun gets results
Our success metrics were blown out of the water with our first event in San Francisco achieving 10x the expected RSVPs and 9x foot traffic estimates. And when it was all done, 75% of our pop-up was recycled or reused, proving that you don’t have to choose between sustainability and show-stopper production.

Let’s work together. Get in touch with us.

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