Pretty Ugly Fruits follow a campaign known as the No Food Waste Campaign where an informative website with an accompanying brand can inform a public audience about how to combat excessive food waste by promoting good habits and alternative ways of disposal. ​This concentrates on the factor towards childhood pickiness based on the assumption that most children don't eat their foods because it looks ugly. But what if there was a way to make said foods look cuter? To contradict this, a series of deformed fruits were designed with friendly features and soft colors as a way to promote the prettier aspects of ugly fruit to children. The main website accompanying the campaign's motives was designed for the purpose to allow both children and their parents to access easy family recipes to cook child friendly meals.