Later the author weighed the feasibility of actually launching such a campaign. From the NYT Magazine piece:
The agency estimated that the total cost of their campaign would be between $3 million and $7 million, including advertising fees, if they were to execute it for real — well within the proposed budget for the produce industry. When the presentation was over, Putman said, “You could put this in the marketplace, and sales would go up.” Whether that’s true is debatable, because who can know in advance whether an ad campaign will strike the right nerve? What’s not debatable is that the messaging that has been tried for years has not moved the needle in terms of Americans’ eating habits. What the Victors & Spoils team was proposing at least made it seem as if produce could get into the game. What effect that might have on all the other factors that determine consumers’ habits and farmers’ incentives and U.S. agriculture policy was at least something to be optimistically considered.
Industry marketers should also look at the some 207 reader comments to the NYT Magazine piece:
Brilliant, said one:
What a great article. As a marketing consultant and advertising professional, a story about a great guerrilla advertising campaign will always peak my attention. The fact that it’s about, of all things, BROCCOLI...Well, that REALLY peaked my interest. The numbers quoted - only 5% of Americans under 50 are eating the right amounts of vegetables- is also quite surprising, considering the success of stores like Whole Foods and the large spaces big mass and other stores dedicate to produce! The broccoli campaign is genius; kudos to Victors & Spoils!
Another wasn't convinced such a campaign would work:
For those of us who don’t like broccoli, its not a matter of how it looks, the marketing or anything other than that we hate how it tastes! And smells! Good campaign though.
Another said broccoli would come up short in comparison with kale:
OK so I Googled it as they suggest and kale has more potassium, protein, vitamins A and C (by huge margins), more calcium, iron, magnesium, and vitamin b6. It also tastes 1000 times better, is more easily incorporated into dishes (broccoli takes over)... Why are they picking a fight with kale?
One reader bristled at the infighting: