"Journalist and author Michael Moss wanted to find out if advertising could get America to eat its vegetables. To help with his research for an article in the New York Times Magazine, we created this fictional ad campaign for broccoli that picks a fight with the most popular vegetable we could think of—kale. We leveraged kale’s trendiness to manifest a broccoli makeover. The New York Times Magazine article caught fire among consumers and the press, and soon after, the largest broccoli grower east of the Mississippi approached us to create real marketing based on this work."
