THE BROCCOLI MAKEOVER
THE BROCCOLI MAKEOVER
THERE WERE ONLY TWO RULES.
DON’T MENTION HEALTH BENEFITS AND SHOW KALE NO MERCY.
The New York Times and Bolthouse Farms were wondering if advertisers could market broccoli the same way we marketed junk food. So we did the one thing everyone was already doing in their heads. We picked a fight with Kale. And it worked.
The campaign made the cover of the New York Times magazine, it was bought by the largest broccoli producer in the country, and a bunch of Yale students crowdfunded the campaign to run in New Haven, CT.
Obie - 2015
Yes, these actually sold. For a limited, but very manly, period of time.
