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By John Glenday | Reporter

January 24, 2023 | 3 min read

The wonky fruit and veg rescuer is spreading its message of community and sustainability in debut TV campaign.

Food delivery company Oddbox, which specializes in the kind of produce that won’t win any prizes in a beauty parade but still tastes great, has worked with creative agency Hell Yeah to visualize its crusade against food waste, depicting neighbors leaving the house in the morning to discover a food parcel on their doorstep, with the advert following the improvised reactions of the actors.

Outlining why Oddbox has chosen to dip its toes in TV waters, co-founder Emilie Vanpoperinghe remarked: “Hell Yeah has helped us create an ad that shows that Oddbox is more than just a veg box – it’s a community and a way to make a difference that you can feel proud of.”

Dulcie Cowling, a founder at Hell Yeah, meanwhile added: “We’ve made something that’s warm and uplifting to watch, but which at the same time celebrates the passion and pride that comes with being an Oddboxer.”

Supported by out-of-home advertising across London and the public transport network, the health-focused advert will appear on Sky and Channel 4 as the brand attempts to push out from its heartland in the English capital to the country at large.

Known for its campaigning zeal, Oddbox previously authored Wasteland, an eye-opening account of ”the most harmful country you’ve never heard of”.


Client: Oddbox

Chief commercial officer: Yannick Barriol

Head of growth: Liz Yates

Creative manager: Eden Sparke

Head of creative: Dulcie Cowling

Creative director: Fiona White

Creative director: Michele Bona

Creative: Kirsty McKinlay

Head of strategy: Tom Newton

Strategist: Bianca de Sousa

Client services director: Jo Hill

Media planning and buying: Squadron Venture Media

Production company: Studio Yes

Exec producer: Zoë Waller

Producer: Victoria Ayettey

Director: Marysue Masson

DOP: Marcus Domleo

Art director: Chris Williams

Costume designer: Emily Pirouet

H&MU: Christine Hillhouse

Gaffer: Barry Keegan

Grip: Jack Jackson

PM: Holly Newman

1st AD: Kerry Green

Grade: Coffee & TV

Sound mix: Guilt Free Audio

VO: Helen Barford

Music: Chris Morris, Stewart Barnes

Music licencing: SoundslikePublishing

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