Agency Launches Groundbreaking Campaign to Rebrand Broccoli as 'Tiny Trees of Triumph'
In an unprecedented cross-sector collaboration between ad agency Grint & Muddle and the National Federation of Cruciferous Vegetables, the humble broccoli is being given a long-overdue marketing facelift. This week marks the launch of 'Tiny Trees of Triumph', a multi-platform campaign hoping to reposition broccoli as a lifestyle aspiration rather than “that thing that ruins stir-fry night.”
The strategy is bold. Instead of appealing to health, taste, or fibre-related bowel heroics, the campaign hinges on broccoli’s alleged emotional fortitude. “We wanted to frame broccoli as the original underdog,” said strategy lead Carla Whittaker, gesturing at a moodboard featuring Sylvester Stallone, a bonsai, and a Victorian-era baby rattle. “It’s stayed green despite everything. It’s been boiled, forgotten, abused in Tupperware. But it stands tall. Like a tiny warrior shrub.”
The pièce de résistance? A 90-second cinematic TVC that's been shot in moody black-and-white with an orchestral cover of ‘Eye of the Tiger’—performed exclusively on wooden spoons. It features a single floret of broccoli, dramatically resisting steam. “Emotionally, we're asking Kiwis to imagine themselves as broccoli,” said creative director Dan Peever, who reportedly hasn’t slept since the shoot was delayed by a rogue sliver of carrot invading frame.
Internally, the campaign has polarised Grint & Muddle staff. One junior account manager was overheard muttering, “Why doesn’t anyone want to rebrand carrots? They’ve literally got night vision.” Still, the agency is optimistic. If ‘Tiny Trees of Triumph’ hits, sweetcorn is next.
Retailers have already reported a 14% uptick in broccoli sales, though it’s unclear whether this is due to the campaign or a rumoured kumara shortage in Oamaru.
The strategy is bold. Instead of appealing to health, taste, or fibre-related bowel heroics, the campaign hinges on broccoli’s alleged emotional fortitude. “We wanted to frame broccoli as the original underdog,” said strategy lead Carla Whittaker, gesturing at a moodboard featuring Sylvester Stallone, a bonsai, and a Victorian-era baby rattle. “It’s stayed green despite everything. It’s been boiled, forgotten, abused in Tupperware. But it stands tall. Like a tiny warrior shrub.”
The pièce de résistance? A 90-second cinematic TVC that's been shot in moody black-and-white with an orchestral cover of ‘Eye of the Tiger’—performed exclusively on wooden spoons. It features a single floret of broccoli, dramatically resisting steam. “Emotionally, we're asking Kiwis to imagine themselves as broccoli,” said creative director Dan Peever, who reportedly hasn’t slept since the shoot was delayed by a rogue sliver of carrot invading frame.
Internally, the campaign has polarised Grint & Muddle staff. One junior account manager was overheard muttering, “Why doesn’t anyone want to rebrand carrots? They’ve literally got night vision.” Still, the agency is optimistic. If ‘Tiny Trees of Triumph’ hits, sweetcorn is next.
Retailers have already reported a 14% uptick in broccoli sales, though it’s unclear whether this is due to the campaign or a rumoured kumara shortage in Oamaru.