Back in January 2010, a TV campaign aired for broccoli pitting its “miraculous” health benefits against other so-called miracles. After just five weeks on air, without any other form of communication or marketing efforts, the “Miracle Food” TV campaign garnered some serious attention. Fan-created Facebook pages attracted over 20,000 followers and broccoli sales were up 8% over the previous year. The most rewarding metric of all was the extra 188,574 pounds of broccoli that went into grocery carts across Canada the month.
The TVB's "Miracle Food" campaign consisted of three broadcast spots which point to TheMiracleFood.ca and this post-campaign print ad revealing the campaign.
Three spots: parachute, octuplets, chimney.
Advertising Agency: john st., Toronto, Canada
Creative Directors: Stephen Jurisic/Angus Tucker
Associate CD/Copywriter: Chris Hirsch
Associate CD/Art Director: Nellie Kim
Account Team: Adam Zolis, Dave Legendre, Andrew Godfrey
Agency Producer: Nicole Andrisevic