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Good taste should never go to waste.
Rubies in the Rubble produces delicious Every year, tonnes of perfectly good fruit and vegetables are discarded simply because they don't look the way we expect them to. Rubies in the Rubble believes great taste shouldn't be wasted.
Made from surplus fruit and vegetables that would otherwise have gone to waste, Rubies proves that delicious ketchup doesn't need perfect ingredients—just perfectly good ones.
Our redesign celebrates that belief by putting imperfect produce centre stage. Bold illustrations, playful compositions and hidden brand details transform every bottle into a joyful celebration of the ingredients inside, creating a distinctive identity in a category obsessed with perfection.
Because the best ingredients aren't always the prettiest. Sometimes, they're simply the ones worth saving.
CREDITS
ECD: Dulcie Cowling
Creative Director: Michele Bona
Copywriter: George Nixon
Designer: Fiona McKenzie
Account Director: Jo Hill
Head of Strategy: Tom Newton
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