UglyFood

RMIT 2026 | Art Direction for Advertising | By Thaniscia Patricio, Trinh Tran, Meisha Westland & Ciaan Holmes

TVC

Ugly Food faced the challenge of convincing Australian households to embrace imperfect produce as part of their everyday shopping. Through expressive, childlike finger paintings that bring misshapen fruits and vegetables to life, we created a campaign that reframes imperfection as charm.

Target Audience: Young Australian families with primary school aged children.

Insight: Parents already know imperfect produce tastes the same, but they still reach for the perfect-looking option because they worry their kids won’t eat anything that looks ‘off.’

SMP: When it comes to fruit and veg, looks don’t matter.

Deliverables: OOH billboards & metrolites, print ads, social media content, ambient activation, TVC