Photo courtesy of NY Times
The brand purpose of this nationwide campaign was to reposition how society thinks of broccoli. Many see it as a boring and often poorly prepared vegetable that was sometimes bitter suffered from a strange texture. It was seen as a “gross green.” Broccoli needed a more appealing personality because the nature of broccoli was not inspiring. Bolthouse wanted to help people eat healthier in order to have some effect on the national obesity crisis we are facing today. The desired audience was people of all kinds. It was a wide audience because they wanted to target those who already were health conscious, as well as those who weren’t. They also decided to compete with the well known vegetable today in pop culture, kale. They planned to hijack kale’s cultural momentum by creating a playful sibling rivalry to reignite broccoli price, culmination in their call to action for consumers to “Eat Fad Free.” Bolthouse used owned media and sponsorships to launch this campaign. Display ads and banners, a branded website/microsite, and digital videos assisted them to accomplish their goal. Many ads were humorous to grab the attention of viewers like the one shown above. They sponsored events for broccoli and used their creatives and banner ads on these sites. After this campaign ran its course this idea was highlighted and throughout several media sites including The New York Times, Yahoo, Huffington Post, etc. Bolthouse also surpassed it’s goal of increasing broccoli consumption by 5% to increasing it to 23% nationally. They had over 243 million earned media impressions across several outlets. The value that was added from this campaign was a new found relationship between the consumer and the vegetable and a social responsibility to consume foods that will not harm your body, as well as a revamped brand identity for broccoli and Bolthouse.