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Bolthouse farms: BroccoliBoring Poorly Prepared Sometimes bitter Strange Texture Punishment Food

Nutritional Values

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• Slow growth in consumption• Revitalize Broccoli by increasing social capital • Aimed to provide a lift for all fruits and vegetables and encourage people to eat more healthy

Veggie Tolerators#ForeverYoung 18-34 years

Ethnically diverse

Constantly seeking out the latest products

Heavily influenced by media

Prone to impulse purchases

More likely to share their worldview with others

Male

Increase Awareness: “hip” attributes Increase Consumption by 5 %

Bolthouse farms: BroccoliEveryone was talking about KaleBecame famous in shows like The Iron Chef, making it a cool, hip, desirable vegetable

Hijack kale's cultural momentum by creating a playful sibling rivalry to reignite broccoli

Reset the cultural conversation

Cognitive dissonance by eliminating people’s preconceived notion

Pick up fight with the popular Kale to help generate media interest

Reignite Broccoli pride

Print, Outdoor, POS, in-store sampling

Website for updates

Crowd-funding