Ad agency Victors & Spoils was challenged by the New York Times to create a fake campaign that would make over broccoli as the new hot vegetable.

For last week’s health issue of The New York Times magazine, writer Michael Moss presented the Boulder-based advertising agency Victors & Spoils with a unique challenge: make broccoli popular. Moss enlisted the company to create a fictitious campaign around broccoli for the piece, to see if the same marketing methods that are applied to junk foods, could work for the overlooked vegetable.

The article explores Americans’ unhealthy eating habits and how the lure of a sexy campaign, could persuade consumers to change what they buy. Writes Moss:

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