broccoli case study

a vegetable (and TV) success story

In 2010, the TVB set out to prove the power of TV advertising by using it – and only it – to promote one of the most maligned vegetables: Broccoli.

the results were as impressive as the vegetable:

1.     Top-of-mind awareness for broccoli went from receiving no mentions to being the second most recalled produce (Ipsos pre- and post- tracking study, Oct 2009 and Feb 2010)
2.     Intent to purchase increased 13%
3.     Improved perceptions of broccoli:

• Versatile + 11%
• Tasty + 15%
• Healthy + 18%
• More Nutritious than other Vegetables +65%

4.      Broccoli sales rose 8% versus same period in 2009 (Nielsen)

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