Confession: I’m into food. I love to cook and I love to eat, and within the last couple of years I started eating Kale. I think it was because one summer afternoon at the SnoIsle Coop, I met a lovely woman who called herself the Kale Lady. I gave kale a try and never went back. I also eat a fair amount of broccoli, but sadly my love for it is dying.
It turns out, it’s not just me; foodies and hipsters all over the country are shunning the green floret for the ancient leafy green. Kale salad, kale crumbled over popcorn, kale pesto, pickled kale, and even sautéed kale omelets (my personal weekend ritual) are all part of the fad. One clever agency even created this kale chip Vine for Actively Northwest.
Here are a couple of billboards from the campaign, taken from a recent New York Times Magazine
In 2010, diet surpassed smoking as the No. 1 risk factor for disease and death in America. Americans know they need to eat more fruits and vegetables, but they just don’t. So what gives?
Maybe, it comes down to bad PR. Think of the bankroll behind advertising of soda, fast food and snacks. How does the fruit and vegetable industry compete with that behemoth? And broccoli is the literal poster-child for kid-hated vegetables. Can Marketing change that?
Jeffery Dunn, former president of Coca-Cola who now markets baby carrots told a crowd at a Produce Marketing Association Convention recently, “We must change the game. We can help solve the obesity crisis by stealing junk food’s playbook.” That means using mainstream marketing techniques to get people to eat healthy foods.
Victors and Spoils has its work cut out for them, but they have lots of experience. Some past campaigns were for the likes of Coca-Cola, Quiznos and General Mills. No matter who wins the battle of the greens, everyone would agree eating both of them is a winning proposition.
Sometimes, in marketing, the best move we can make is to shake up our routine and reassess our assumptions. Do you ever look outside of your industry for marketing inspiration?
Daniel A. Cardenas