Trend Report: Imperfect Foods

The Prompt

Imperfect Foods, the online grocer that delivers fresh and packaged food rescued from lesser outcomes, was announcing its commitment to becoming a net-zero carbon company and needed a brand moment to elevate the announcement into headlines. In addition to planning the press strategy around the announcement, The Brand Guild was commissioned to create a timely and thoroughly researched trend report.


What We Did

Our brand strategy team used proprietary sales data from the client; interviews with food producers, top customers, and Imperfect Foods leadership; competitor and market research; and peer-reviewed research on global food waste to inform the report. We identified key narratives and wrote the report in full, including pull quotes, sidebar content, and accompanying infographics. Our digital market team optimized the report’s content for SEO. And our creative team designed and built a fully functional responsive microsite from top to bottom, complete with navigation tools, original graphics, and animation. Our team tested the site and launched it in partnership with the client’s engineering team in time for an embargoed press launch tied to the announcement.


The Outcomes

The State of Online Grocery report placed Imperfect Foods at the center of the conversation around food waste and the benefits of online grocery, as well as served as a contextual tool for due diligence from press. The report also helped to place brand’s net-zero carbon announcement in press outlets like Good Morning America and Forbes.