About a third of the food grown in the world goes to waste, often simply because it doesn't look "right." For meal-kit company Marley Spoon, we built a digital campaign that flips that idea on its head, encouraging people to embrace so-called ugly fruits and vegetables in their cooking. Framed as a lighthearted call to "cook your fears away," the project turned an environmental issue into something approachable, even a little fun, while nudging people toward a small habit that adds up to a real difference.