Peculiar on the outside. Perfect on the inside.

Turning imperfect produce into a brand story.

Foodland Supermarkets launched their Peculiar Picks range to reduce food waste and support local growers — turning bruised or misshapen fruit and vegetables that might otherwise be discarded into a sustainable option for shoppers. The brief for Fuel My Social was to tell that story the way it deserved: show that just because a piece of fruit looks peculiar on the outside, the texture, quality and taste are never compromised on the inside.

A hero video that premiered to a standing ovation.

The video was a resounding success — drawing significant attention to the Peculiar Picks program and reinforcing Foodland’s commitment to sustainability and supporting local producers. The visual storytelling captivated the audience, creating a powerful emotional connection and raising awareness about the importance of reducing food waste.

It received widespread acclaim, generated positive feedback from attendees and boosted Foodland’s reputation as a leader in sustainable practices. The project demonstrates Fuel My Social’s ability to craft impactful visual narratives that resonate deeply with audiences and drive meaningful engagement.