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The Broccoli Makeover

A "fictional" campaign that people (and one brand) liked so much they actually paid to produce it. The ask was to prove that the same advertising approach used to sell junk food could also sell broccoli. So without mentioning a single health benefit, we created a campaign that made people "want" to like broccoli instead of yet another campaign about why "should" eat it.

Project Roles
Copywriter, Creative Director
Company
Victors and Spoils
Skills
Conceptual, Copywriting, Creative Direction, Food, Integrated
Media
Advertising
Project Industries
Packaged Goods