A French grocer has increased its customer base by 24 percent since launching its Inglorious Fruits & Vegetables campaign this summer.

Railing against the food industry for discarding millions of tons of produce every year, Intermarché used humor in its ad campaign to bring in customers to buy the ‘ugly’ produce, which is priced at a 30% discount.

The television, radio, print and poster campaign celebrated the odd shapes of the Grotesque Apple, the Ridiculous Potato, the Hideous Orange, the Failed Lemon, the Disfigured Eggplant, the Ugly Carrot, and the Unfortunate Clementine.

“Now you can eat five a day inglorious fruits and vegetables,” they proclaimed, “in the glorious fight against food waste.”

– WATCH the video below from Intermarché

– READ the story from CTV

– Story tip from B.S.