Eat your broccoli (again)

“Broccoli’s Extreme Makeover”, The New York Times. In the recent Health Issue of the New York Times Magazine, writer Michael Moss enlists advertising agency Victors & Spoils to take out-of-favor broccoli and reposition it in the marketplace. Interesting case study (check out the video) looking at both the challenge involved, strategy development and the creative process. Interesting companion piece on the creation of the cover concept. Kudos to the Times for undertaking such an elaborate process for the piece. Not sure why more produce industry groups have not gotten on the marketing bandwagon (à la milk, cheese, grape boards). Green should really be the new black…