1 November 2013, PRNewswire for Victors & Spoils-- "The Broccoli Rebirth: Advertising Agency Victors & Spoils Takes On Challenge To Reposition Dull Vegetable Into Inspiring, Habit-Changing Brand.
A feature story published in The New York Times Magazine Nov. 3 issue covers a fictitious campaign, created by Boulder, Colo.–based advertising agency Victors & Spoils, which aimed to transform boring broccoli into the new hip "it" vegetable and demonstrate the power marketing can have on consumers' eating habits.
The article, "Broccoli's Image Makeover," written by Pulitzer Prize–winning investigative reporter and bestselling author Michael Moss, and a supporting video produced by senior video journalist Gabriel Johnson from The New York Times, exposes how a marketing campaign may be able to entice Americans to introduce healthier foods into their diets.
"As an advertising agency known for leveraging custom communities to reignite passion and cultural relevance for some of the world's most recognizable brands, we built a 130-person community of experts and creatives to treat broccoli as a brand that you will be inspired to connect with, as opposed to a vegetable you are being convinced to eat," said Andy Nathan, Victors & Spoils Chief Marketing Officer. "It was an exercise in finding the emotional truth behind broccoli, as opposed to repeating the rational benefits we've become immune to hearing."
The story documents the campaign's development with Bolthouse Farms, the nation's largest producer of carrots, serving as the client. The fictitious campaign examines the potential impact of creating a broccoli versus kale war, in the same vein as the famed cola wars of the 1980s that drove millions of dollars in sales for big soda brands.
"When digging into the assignment, we realized everyone was talking about kale, but there wasn't anything new to say about broccoli," said Chris Cima, Creative Director, Victors & Spoils. "Broccoli has been overlooked and left behind on the veggie tray, buried beneath cheese and hiding in Chinese food." ..."