The Challenge:

For the Cannes Young Lions 2024 competition, create a big idea to keep food where it belongs: On plates and out of landfills.

The Insight:

Food beauty standards upheld by Canadian grocery stores are a significant contributor to the 35.5 million tonnes of annual food waste.

The Idea:

Honour Volkswagen’s famous “Lemon.” ad, transforming it to educate Canadians about food waste.