Stephanie Caruso
Stephanie Caruso
My team saw an opportunity to leverage Subway’s partnership with Feeding America to make a serious issue more approachable and get consumers actively involved in a cause the brand can truly own. Subway provides millions of Americans easy, affordable access to fresh veggies.
But there’s still work to be done, as access to fresh produce remains a major issue in communities across the country. And despite this lack of access, billions of pounds of perfectly good produce are wasted every year because of the way they look.
Enter Ugly Veggie Rescue—a digital campaign inviting consumers to “adopt” an endearingly ugly (but arguably adorable) vegetable for a small donation, with all proceeds going to help Feeding America get fresh produce to families in need.
Led by spokesman Nick Lachey and a cast of hilarious veggies, the campaign delighted audiences, raised thousands and earned coverage in Ad Age, People Magazine and more.
Writer/concept: Zack Swyers | Website Design: Liz Ha | Logo Design: Corinne Hom | Photographer: Gary Tardiff
Meet Chloe: Kohlrabi | Boston, MA
Personality: Sassy and self-assured
Loves: To whip her leaves back and forth
Chloe is the boldest kohlrabi of the bunch. Although you could never convince her otherwise, she just doesn’t have the face for the stage. She’s passed up by shoppers and buyers alike, despite her efforts to wow’em in the aisles with her long lashes and luscious leaves. Chloe may not be their cup of tea, but who makes tea with kohlrabi, anyway?
Meet Ava: Avocado | Carpinteria, CA
Personality: Happy and heart-healthy
Loves: Gauc’ing out on a Chipotle Southwest Steak & Cheese
After getting rejected from the neighborhood grocery store, Ava came to Ugly Veggie Rescue for help finding her forever home. She was so upbeat and earnest, we didn’t have the heart to tell her she’s actually a fruit. But veggie or fruit, ugly or adorable… that’s not what’s important. It’s what’s on the inside that counts, and Ava is packed with vitamins, nutrients and some serious flavor. Plus, she makes a mean guacamole.
Meet Rhonda: Ginger | Hilo, HI
Personality: Gentle yet temperamental
Loves: Foreign films and Asian cuisine
This little ginger root’s been dealing with a lifelong identity crisis. She’s the perfect ingredient to spice up a soup or stir fry, but Rhonda’s constantly being mistaken for an extremely tiny rhino. People tend to keep their distance (rhinoceros are known to charge at random), but we think this endangered veggie is absolutely adorable and positively delicious.
Meet Lenny: Lettuce | Yuma, AZ
Personality: Friendly but a little slow on the uptake
Loves: Vegging out on a Subway Club
Lenny proves the old saying “nice guys finish last.” This hearty head of lettuce has such a generous spirit; he doesn’t have a mean leaf in his body. But that wasn’t good enough for the local supermarket. They took one look at his big, dopey smile and kept on walking. Their loss, we say! Because Lenny is crisp, delish and perfect for just about any dish.
Meet Olive: Onion | Kennewick, WA
Personality: A ball of nervous energy
Loves: Living her best life in a Sweet Onion Chicken Teriyaki
As you can probably tell, Olive is not an olive; she’s an onion. And this bug-eyed beauty’s got layers. One minute she’s perfectly chill, and the next she’s flashing a crazy smile that’ll haunt your dreams. That’s probably why a local chef kicked her out of the kitchen and left poor Olive without a sandwich or salad to call home. Talk about a sob story. We’re not crying, you’re crying!
Meet Tom: Tomato | Fairland, IN
Personality: The life of the party
Loves: Jumping into bread with the Oven Roasted Chicken
The first thing people tend to notice about Tom is that he’s breathtakingly ugly. But the haters can’t get him down! Because this tangy tomato is fun, fresh and flavorful — and he knows it. Tom’s currently single and loving it, but he knows it’s about time to settle down with a nice sandwich or a spicy salsa. Could you help him find the dish of his dreams?
Meet Robbie and Bobby: Red Potatoes | Sikeston, MO
Personality: Goofy and mischievous
Loves: A good roasting
These two are real pranksters. One time they snuck into a fruit bowl and someone almost chomped into Bobby thinking he was an apple. We’re pretty sure they’re red from laughing so hard all the time. Sure, they’re funny, but they’re also funny looking — which is why the local grocer passed them over. And two potatoes without a home is no laughing matter. Can you find it in your heart to help this delicious duo?
Meet Igor: Green Pepper | Greenville, SC
Personality: A real dreamer
Loves: Warming up on a hot Steak & Cheese
Aw, this little guy’s all tuckered out! Igor’s had a rough go of it lately. He was all set for a starring role in a stir fry, but the chef took one look at his monstrous mug and sent this poor pepper packing. Talk about emotionally exhausting! Since then, Igor’s lost a little pep in his step, and we think he deserves better. So, give this friendly Southern bell a chance. Even the ugliest veggies deserve a happy home.
Meet Dwight: Beet | Honesdale, PA
Personality: Suave and sophisticated
Loves: Sweet-talking the balsamic vinaigrette
We honestly think Dwight here is quite the handsome devil, but apparently some people don’t like making eye contact with their veggie right before slicing it up for a salad. Which is a shame, because Dwight is a real charmer. So, if you can get past his intense gaze, give Dwight a chance. Behind those distinctive looks are a complex flavor and a beautiful soul.