Peculiar on the outside. Perfect on the inside.
A cinema-grade hero video for Foodland’s Peculiar Picks program — a sustainability-led range reducing food waste and championing South Australian growers.
5 min
Hero video
4
SA producers featured
2023
Awards night premiere
Turning imperfect produce into a brand story.
Foodland Supermarkets launched their Peculiar Picks range to reduce food waste and support local growers — turning bruised or misshapen fruit and vegetables that might otherwise be discarded into a sustainable option for shoppers. The brief for Fuel My Social was to tell that story the way it deserved: show that just because a piece of fruit looks peculiar on the outside, the texture, quality and taste are never compromised on the inside.
A cinema-grade story about real South Australian growers.
Producer-First Storytelling
We collaborated with esteemed SA journalist Nicole Haak and worked alongside producers like Ceravalo Orchards, Gilmore Orchards, Nicol Carrots and Bache Bros to build a narrative anchored in the people actually growing the food.
On-Farm Production
Using cinema-grade cameras and drones, we captured the farms where these unique fruits and vegetables are grown — highlighting the meticulous production processes that keep quality and taste uncompromised despite their peculiar appearance.
A Premiere-Worthy Edit
We produced a stunning 5-minute hero film emphasising sustainable farming practices and the commitment to reducing food waste — delivered as the opening scene at Foodland’s biggest awards night of 2023.
How it came together.
The brief
Foodland Supermarkets is an iconic South Australian brand that runs independent grocery stores across Adelaide and the wider state. In 2023 they launched Peculiar Picks, a sustainability-led produce range designed to reduce food waste by giving bruised, oddly-shaped and cosmetically imperfect fruit and vegetables a home on the shelf. The concept was powerful: the produce tastes exactly the same as anything else in the store, the farmers don’t have to throw away usable stock, and shoppers get a cheaper, more sustainable option. The challenge for Fuel My Social was translation. Peculiar Picks is a brilliant idea on paper, but it’s also the kind of story that’s easy to get wrong. Anything too corporate feels like greenwashing. Anything too casual undermines the real sustainability message. And any creative that leans too hard on the produce itself misses the actual heroes of the story, the South Australian growers whose livelihoods the program was designed to support. The brief was to tell that story at cinema-grade quality and have it ready to premiere at Foodland’s biggest awards night of the year.
The strategy and execution
We built the creative around a single principle. Make the growers the heroes. Every frame of the Peculiar Picks film was designed to anchor the sustainability story in real people, real farms and real South Australian produce, not in stock footage or studio shoots. Fuel My Social worked alongside respected SA journalist Nicole Haak to lead interviews and narration, and travelled across the state to shoot on four producer farms: Ceravalo Orchards, Gilmore Orchards, Nicol Carrots and Bache Bros. Each producer had their own story about why they were supplying Peculiar Picks, what food waste meant for their business, and how the program changed the economics of farming imperfect stock. Production used cinema-grade cameras and aerial drones to capture the farms the way they actually look at harvest time, from the orchards of the Adelaide Hills to the carrot fields further out. Behind-the-scenes food photography filled in the studio side of the story, focusing on the product itself and the meticulous care that goes into every piece of fruit and vegetable before it hits a Foodland shelf. The edit was assembled into a 5-minute hero film that weaves the four producers together into a single story about sustainability, quality, and backing local South Australian growers.
A hero video that premiered to a standing ovation.
The video was a resounding success — drawing significant attention to the Peculiar Picks program and reinforcing Foodland’s commitment to sustainability and supporting local producers. The visual storytelling captivated the audience, creating a powerful emotional connection and raising awareness about the importance of reducing food waste.
It received widespread acclaim, generated positive feedback from attendees and boosted Foodland’s reputation as a leader in sustainable practices. The project demonstrates Fuel My Social’s ability to craft impactful visual narratives that resonate deeply with audiences and drive meaningful engagement.
Stills from the shoot.
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