Soilmates ‘ugly’ gems
Background/
Brief
Soilmates is the avocado oil company that makes perfect avocado oil from so-called “ugly” avocados. For their expansion into the UK and Denmark, they wanted to connect with local communities and lean into their “ugly” roots. The goal was to build awareness among both local audiences and local businesses.
Insight
Sometimes the best food hides in the most unassuming places. Where the paint is chipped, the menus are faded, and the lights flicker. But the food?
Oh, the food.
Authentic, rich, and bursting with flavor.
Create a restaurant guide for these kinds of places. The ones that put flavor over looks.
Meet The Ugly Gems Guide.
idea
We created a content series with brand ambassador Jono Lancaster. Jono was born with Treacher Collins syndrome, causing his facial differences and his firsthand understanding of Soilmates’ platform “It’s the inside that counts”. He traveled to London and Copenhagen to meet local food experts, including Michelin-awarded chef Elizabeth Haigh, who took him to her favorite ‘ugly’ gem.
Alongside the content series, we launched an interactive online guide where people could discover and add their own hidden gems. We also turned participating restaurants into OOH placements, with restaurant-specific posters and stickers inspired by classic food guides, letting people know when they’ve spotted a certified ‘Ugly’ Gem.
