Got Broccoli? A Vegetable Marketing Experiment
What if a top ad agency, one that works on campaigns for food industry giants like Coca-Cola, used its creative talent to sell broccoli instead of soda? One writer decided to ask them to do just that for his article, "Broccoli's Extreme Makeover" in the health issue of The New York Times Magazine. And what they came up with is actually pretty good!
Using mainstream marketing techniques, the firm created two major campaigns for broccoli that would appeal to consumers in a completely different way than ever before. One campaign pits the product against a competitor vegetable, kale, and spits out fake, fun facts like, "Broccoli: now 43% less pretentious than kale." The other give broccoli a tough guy image with slogans like, "Never Gets Creamed."
While the campaign may have been fake, the need behind it is real. And the New York Times is inviting its readers to participate in the veggie marketing makeover by asking readers to submit slogans or branding concepts for other vegetables. For a fun way to get your teens thinking about eating more vegetables, have them participate in the contest and come up with advertising ideas for peas, cauliflower, beets, cabbage, or turnips. Put the ideas around your house or classroom as a reminder that even though they're good for you, veggies can be cool too!