In a refreshing approach to sustainable consumption, DASH Water is making waves with its largest ever out-of-home advertising campaign, promoting the acceptance of ‘wonky’ fruit and vegetables. This initiative not only aims to quench thirst but also to challenge consumer perceptions about imperfect produce.
Major Campaign Across Major Cities
DASH Water’s campaign, now splashing across the London Underground and large digital screens in key UK cities, showcases their commitment to using misshapen or discarded fruits as a key ingredient. With the slogan “Finally, a drink to feel good about,” the campaign is supported by a mix of paid and organic social media, digital marketing, and a significant sampling effort. Over 150,000 cans will be distributed in London, Bristol, Brighton, and Manchester to promote the brand’s unique flavours—all sourced from non-standard fruits and vegetables.
#LoveWonky: A Call for Vegetable Positivity
Central to DASH Water’s mission is the #LoveWonky campaign, which encourages the industry to embrace and celebrate the natural diversity of produce. Recent data released by the brand highlights a strong public preference for wonky produce, with 87% of people indicating they would choose misshapen fruits and vegetables if available. This preference rises to 93% among those over 65, though it dips to 70% in the younger 18-24 age group.
The campaign has struck a particular chord in the north of England, Scotland, and Wales, where over 90% of respondents expressed willingness to consume wonky produce, compared to 79% in London. This regional disparity suggests varying levels of engagement with the natural world.
Overcoming Challenges and Public Reaction
The campaign has not been without its controversies. A particular advertisement featuring a wonky aubergine was banned by Transport for London (TfL) for being ‘too obscene’, a decision that sparked viral engagement and support for the #LoveWonky initiative on social media. In response to this, DASH Water conducted a survey that found overwhelming public support for embracing imperfect produce.
Industry Support and Environmental Impact
The positive public reception has been bolstered by voices within the agricultural sector. Lee Stiles, Secretary of the Lea Valley Growers Association, remarked on the UK’s readiness to enjoy “the delights of misshapen fruits and veg,” urging the industry to provide more opportunities for consumers to access these products.
DASH Water’s co-founder, Jack Scott, expressed delight at the public’s response, stating, “The results of our poll confirm the nation is ready for wonky fruit and veg, and this should give wider industry the reassurance to dial up efforts to make this delicious produce available and help tackle our food waste issue.”
As DASH Water continues its campaign, it aims not just to sell a product, but to foster a more sustainable and accepting attitude towards food consumption. Through their innovative marketing and commitment to using ‘deliciously wonky’ ingredients, they are making strides in reducing food waste—one quirky cucumber and lopsided lemon at a time.
