FoodGuerrilla: Big Bang Broccoli
It is an alarming trend: people are eating too much salt, sugar and fat and not enough… exactly: Broccoli!
Take a look around on our streets, in stations and even at sports events we are surrounded by smart campaigns trying to make us consume a lot of food that isn’t that healthy.
And that’s why FoodGuerrilla, a Dutch initiative which fights for good food, has started an intersting campaign, to stick up for the veggies.
This is the idea behind the campaign: Nobody seems to care about fruit and vegetables. But exactly these products do what others claim. ‘They make you happy, sexy and all that!’
But FoodGuerrilla did not want to start a boring campaign telling people to eat more greens. FoodGuerrilla wants to make you crave for your next shot of broccoli.
FoodGuerrilla doesn’t have the recources to hire hot models to stare at the audience from busses and buildings. They can’t ambush on every corner and raid the livingroom in each advertising block.
So they decided to approach the subject differently. They’ve called it the Big Bang Broccoli.
Check out the campaign video below:
With the help of of broccoli growers, creatives, marketeers and chefs FoodGuerrilla wants to turn broccoli into the most wanted veggie of The Netherlands.
Maybe also the world?
I really like the approach of this campaign, a great way to raise awareness for a low interest product.
It has a nice and simple campaign website, and the video is smart in my opinion.
The only question I have: what’s next?
What About You?
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About the Author
Laurens Bianchi is an independent online (sport) marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is also the Social Media Consultant for the Royal Dutch Football Association. Follow him on Twitter or contact him on LinkedIn.