Spotted™

Integrated Advertising Campaign
Client: Chiquita
Disciplines: Art Direction, Copywriting, Advertisement, Installation

Food waste often begins with appearance. A few spots on a banana, a bruise on an apple, or a wilted leaf of lettuce can be enough for consumers to reject produce that is still perfectly edible. Spotted™ challenges the idea that food must look perfect to be valuable.

The campaign reframes imperfections as natural signs of ripeness rather than reasons for rejection. Spots, bruises, and bites become visual cues that question how quickly perfectly edible food is discarded. By shifting the focus from perfection to ripeness, Spotted™ encourages audiences to reconsider what “good” food really looks like.

Insight

Consumers often associate visual perfection with freshness, leading millions of tons of edible food to be discarded simply because it looks imperfect.

Idea

Spotted. Not Spoiled.

Instead of hiding imperfections, the campaign celebrates them—turning the marks people usually avoid into symbols of flavor, ripeness, and natural growth.

Execution

The campaign comes to life through a series of striking visuals that confront audiences with the reality of food waste.

Wildlife-inspired poster imagery shows animals scavenging food that humans have discarded, revealing how edible food often ends up in landfills. Each visual pairs discarded food with bold headlines that reframe imperfections as signs of ripeness rather than waste.

To extend the idea beyond traditional media, a public installation visualizes the stages of banana ripeness in a familiar setting. A row of identical chairs is placed in a waiting-room environment, with each seat wrapped in imagery representing a banana’s progression from green to yellow to spotted.

The final chair, wrapped with the image of a fully blackened banana, becomes the seat people instinctively avoid. The installation mirrors the same behavior consumers exhibit with food—rejecting bananas the moment they appear too ripe, even though they remain perfectly edible.

Outcome

By turning everyday imperfections into visual statements, Spotted™ challenges the way people perceive food quality and encourages consumers to rethink what it means for food to be “good.”