If I was Broccoli, I’d be pissed.
Update: I finally a version of the Broccoli Miracle Commercial online. Check it out here
We’re in a time where the internet and traditional media are learning to work together. Consumer expectations are in flux, media attention spans are changing; we’re in the middle of a shift from being able to buy attention to having to earn it. Like the awkward teenage boy years Agencies are challenged to master adapt to these changes and sometimes they fall short. Way short.
The Miracle Food Campaign
If you watch TV ( and are in the Vancouver area, since I’m not sure how widespread this campaign is) you’ve probably seen the catchy commercials for Broccoli. The odd thing is that they’re not available on the net they are barely available online, just check out the home recording above. Sift Dust and Toss explains the campaign wonderfully:
It’s a quirky, cynical angle on everyone’s favorite bitter green veggie. The reoccurring broccoli fan finds himself in various situations where something extraordinary has happened. In one situation, a skydiver’s parachute failed to open, yet he survives unscathed. In another commercial, a man’s house burned down around him while he and his pet dog miraculously survived. In each of these cases, the broccoli fan scolds these people for using the word ‘miracle’ when broccoli is the real miracle
The call to action is “visit www.themiraclefood.ca“. And this is where, if I was Broccoli, I’d be pissed.
Missed Opportunity
It’s just a static web page, with little else. After paying big bucks to get my attention, which is a miracle in it’s own right, the creators of the campaign apparently want me to do nothing.
The campaign site includes Broccoli’s History, a Did you Know facts page, a few recipes, a nutrition section, a link to more articles on broccoli and a contact page. Highly engaging!
They could have done so much more
First, I understand the trials of creative work and client relationships. For all I know all these ideas could have been pitched to the folks behind Broccoli, and were turned down. It’s possible, but come on, these are some good ideas.
- Include all the commercials as Youtube videos, discoverable through the main site. Include some not seen on TV
- Interactive comparative nutrition app that lets me rate other foods to the awesome healthy powers of Broccoli
- Pass on a micro site and instead link to a facebook fan page where people could become a fan of broccoli, and share their opinion
- Encourage the sharing of individuals favorite broccoli dish. This could be a contest to leverage the crowd. Encourage stories and pictures.
- Ask visitors to recommend ( and tweet/share ) their recommendation on miracles that aren’t as good as broccoli
- an email/twitter/facebook subscription offer, “great things to do with broccoli, delivered to you 1 x a week”
There are many more I’m sure, but I’m done. Care to share your suggestions?
If Broccoli was your client, what would you do?
You’d probably start by getting all your friends to subscribe to Social Squared posts by email or 
.
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