The New York Times Mag asks: Can You Make Cabbage Cool?

 

By THE STAFF

Petar Kujundzic/Reuters

It should surprise no one that vegetables have an image problem. Even if you don’t have a kid who scrunches his nose at anything leafy, you may have done so yourself when you were small.
But if kale can be made trendy, could the same happen to other vegetables? And what if advertising agencies that have successfully marketed processed food put that same energy toward broccoli?
Michael Moss, a reporter for The Times, decided to find out. For his article in the magazine this weekend, he asked the agency Victor & Spoils to create advertisements for broccoli. One resulting slogan calls broccoli “the meat of any salad.”
Think you can do better? We invite you to come up with a slogan or branding concept for these other tough-sell vegetables: peas, cauliflower, beet, cabbage or turnip. Submit your idea below. If it’s inspiring enough, our art department will create some mock advertisements and help bring your campaign to life.