To link this..., with what I said earlier, imperfection builds trust., What you're looking..., at here is a timeline of how the "ugly sells" trend evolved across major food brands., This slide gives you..., an overview of how brands use imperfection to capture attention., Let me just refer..., back to the earlier data on emotional engagement., Here we have a good..., example of turning disgust into curiosity – a risk that paid off., Let's go..., over to the next slide to see similar tactics used by other brands.

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