NYT challenges ad firm to tackle broccoli's image problem

New York Times journalist Michael Moss challenged ad agency Victors & Spoils with a major hypothetical obstacle: how to market broccoli. Pitting broccoli against kale, the experiment was conducted at a time when the produce industry is making strides to change marketing tactics by "stealing junk food's playbook, by creating passion for produce, by becoming demand creators, not just growers and processors," said Jeffrey Dunn, CEO of Bolthouse Farms.

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