Soft drink challenger brand Dash Water has unveiled a new out-of-home campaign with a targeted London push celebrating ‘deliciously wonky’ fruit and veg in order to raise awareness around food waste in the FMCG industry.
Dash’s #lovewonky campaign will include various innovative out-of-home materials, including a deliberately ‘wonky’ billboard, a ‘wonky’ bench and posters dotted across the TfL network celebrating the misshapen, but still perfectly edible fruit and veg that is routinely thrown away by the grocery sector.
With recent research indicating that 93% of UK adults feel that businesses should be doing more to protect the environment, Dash will be hoping to tap into that sentiment with the 3 million people that this omnichannel campaign is projected to reach.
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As part of the rollout, Dash is also set to hand out 120,000 cans of its seltzer to members of the public across the capital ranging from Central London, out to Wandsworth, Clapham and Shoreditch.
“We are so excited to launch our first ATL campaign,” DASH co-founder, Jack Scott said.
“Between 30-40% of fruit grown in the UK doesn’t reach our plates, which we think is crazy. The Deliciously wonky campaign emphasises the serious problem of food waste in a fun, eye catching way, making noise, and celebrating London’s wonky side.”
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