Sprouts: Trash Talk
Screw fake food and screw the people who sell it. This campaign takes an honest route and taps into parents looking for good reliable and local food for their children as well as young adults wanting to eliminate chemicals and GMO foods from their diet - and grocery stores.
The Instagram posts carried over the campaign’s visual identity — bold typography, imperfect produce, and simple messaging. Each post reinforced the idea that real food doesn’t need to look perfect.
I placed the ads directly on trash cans to challenge the idea of what belongs there. The goal was to stop people from tossing out perfectly good food just because it looks different — and to grab attention by putting something bold and honest where ads usually don’t go.
The creative direction blended street-style edge with natural imperfection. Graffiti-inspired typography paired with funky, misshapen produce to create a balance of attitude and honesty. This visually reinforces that real food, like real messages, doesn’t need to look perfect.
The story content gives space for parents and consumers to vent their frustration about limited access to safe, healthy food. It encouraged “trash talk” toward companies that prioritize profit over quality, turning shared frustration into collective voice.