Oddbox says ditch shiny supermarket products for flavourful wonky food

Creative agency House of Oddities launches ‘An Ode To Oddity’, a new campaign for Oddbox that laments how uniform and boring food can be from our big supermarket shop – and how wasteful too.

Rolling out nationwide on ITV1 and ITV3, the 30‑second TVC demonstrates how much more fun and fruity Oddbox’s food can be.

Excess fruit and veg is rescued by the Oddbox team to reduce foods at risk of going to waste, and packaged for home delivery. The TVC also highlights The Market, Oddbox’s one-stop-shop for plastic-free refillables like pulses, grains, pasta and more, as well as fresh remade bread, rescued eggs, and pantry staples. 

The new Oddbox campaign launches at a moment when public concern about food waste and quality is at its highest. 

The Food Standards Agency's latest Food and You survey (published July 2026) found that 57% of UK consumers say they are concerned about the quality of the food they eat, while 58% are concerned about food waste. Food prices remain the biggest issue (69%), but food quality and waste now sit immediately behind it, showing that while price still matters most to consumers, quality and waste have become mainstream concerns rather than niche ethical issues. 

The hero film was produced by Park Village and directed by House of Oddities’ emerging director Megan Revell alongside co-director and DOP Nathan Gallagher. The film blends user-generated content with precise vignettes of outrageous fruit and vegetables, refillables and more. The vibrant aesthetic was matched with an original score called ‘An Ode to Oddity’, composed by Becky Wixon, and a playful voiceover from House of Oddities resident Jordan Edwards. 

With a focus on making every production decision count, House of Oddities built a close-knit in-house production team to help deliver the work with Park Village for a fraction of a traditional TVC budget. The result was a team that genuinely cared about Oddbox’s mission and came together to make something special, and brought energy, creativity, and purpose to every stage of the process. Such was the team’s commitment to their craft that the ad features multiple members of the agency as its cast. 

Good Food Doing Good

House of Oddities is on a mission to help create a more equal and diverse advertising industry – one that ultimately does better for both brands and audiences. It’s proud to partner with brands like Oddbox that share its belief in doing things differently and putting purpose at the heart of their work.

Marcus Dean, senior brand marketing manager, said: “We’re so happy to share our wider mission of ‘Good Food Doing Good’ with the world and showcase all of the amazing work the Oddbox Team are doing to reduce waste across the board - whether that’s on farms or in people’s homes. We’re so grateful to House of Oddities for helping us bring this vision to life and are over the moon with the final product. The advert spotlights rescuing, makes the most of what’s already there, and it’s definitely more than a little odd. Which is what both companies are all about.”

Sachini Imbuldeniya, CEO, House of Oddities, added: "Some partnerships just make sense. House of Oddities and Oddbox? An odd match made in heaven. We’re both here to celebrate the weird, wonderful and slightly wonky, so Oddbox’s mission felt right up our street. We wanted to turn that shared belief into a film that didn’t preach about waste, but made people smile at the possibilities of seeing things differently. We were smart with the budget, putting our focus on the details that make an idea sing and ensuring the film had the reach to match. The result is a little weird, very joyful and exactly the kind of work we love making.”

The campaign runs from September to October. The 30” hero film will appear on ITV1 and ITV3, with cutdown versions of the film on social media platforms Meta, TikTok and YouTube.