WE DID OUR PART TO MAKE BROCCOLI BIGGER AND AMERICANS SMALLER.
If advertising can get us to consume the KFC double down – a virtual hand-held heart attack -- could it get us to eat our vegetables? We set out to answer that question when The New York Times and Bolthouse farms asked us to create a fictional campaign to rebrand broccoli. Knowing a health-benefit campaign wouldn’t move the needle, we set our sites on something that would: pop culture. The campaign picked a fight with Kale, the most popular vegetable in the produce section. And it worked. After running as content in a NYTimes Magazine article that helped increase month over month broccoli consumption, the campaign went viral. Three Yale University students actually got consumers to fund the campaign and run it all over New Haven, CT. And now, even more consumers are making the campaign happen in cities across the country and the globe. In the end, we set out to see if advertising could get people to eat a little healthier and discovered it had the power to do far more.