Bolthouse Farms

Ji Yeon Kim, Brand Manager
Carolyn Tao, Director of Marketing

Victors and Spoils *Lead Agency

Andy Nathan, Chief Marketing Officer
Sara Brito, Lead Strategist
Chris Cima, Creative Director
Ari Levi, Associate Creative Director
Noah Clark, Executive Creative Director
Rob Lewis, Sr. Art Director
Marco Merced, Associate Creative Director
Mandy Eckford, Acct. Director

Theres a food fight in America and junk food is winning. We set out to change that by rebranding one of the most polarizing vegetables in America: broccoli. And we did it without touting a single health benefit. Instead, we hijacked the popularity of kale and created a food fight where all veggies would win. In the end the campaign resulted in over 400 million media impressions, increased broccoli sales by 23% and did its part to make healthy food fun food.