Apples versus oranges: it’s on, baby - The Packer

Apples versus oranges: it’s on, baby

11/06/2013 10:14:00 AM
Tom Karst

 

So typical of the advertising industry to slam one vegetable while promoting another. Why? Kale is not a brand made by one corporation and Broccoli another. Many farmers grow both.

Wasn’t the point of this whole thing to promote something healthy? And the only way they could figure out to do it was to bash something else...healthy? Fail. FAIL!

 

 

Consumers who can appreciate a little irony may take to such a “broccoli v. kale” ad campaign. Since the produce industry has never been that good about coming together and spending big bucks on generic promotion campaigns, a family squabble between broccoli or kale could grab the attention of consumers. If not broccoli versus kale, what about apples versus oranges? A possible opening volley: “You call that red delicious? I’ll show you orange scrumptious."

Yes, and that's why I don't work at an ad agency.

Even more ingenious: marketers of niche varieties of apples could set up Pepsi v. Coke taste test, with consumers being pushed to help decide the victor. The spotlight would ramp up the attention to all niche varieties.

I would feel better (if less ironical and bemused) if the produce industry would turn its fresh fruit and vegetable marketing guns against junk food, but in the absence of the tens of millions of dollars necessary to accomplish that goal, perhaps this interparty pretend feud could be productive and entertaining.

 

  --

I know many readers watch The Voice, am I right? Elizabeth Pivonka said in an e-mail note that Matthew Schuler, son of Produce for Better Health Foundation employee Don Schuler, is in the final 20 in that competition.

“We just want to share how proud we are (and encourage everyone to vote for him!!!),” Pivonka said in a e-mail this morning.

Check out clips of Matthew Schuler here and here.


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