Plant-based frozen food brand Strong Roots has a fad diet to put an end to all your fad diets: eat cauliflower hash browns—and only cauliflower hash browns.
A new campaign from the brand by DCX Growth Accelerator pokes fun at people’s quirky, so-called “healthy” eating habits by flat out telling them to stop and eat this one product instead.
A two-minute film features a series of stock footage scenes of people contemplating their unconventional eating behaviors. “They told me to whisper to my food before eating it,” says one woman, staring earnestly into the camera. “They said I should only eat in the shower, while crying,” says another, a tear falling slowly down her cheek. “They told me only to eat yak butter, but I don’t have a yak,” says a dude with a man bun as he looks out into the field through binoculars.
Nearly halfway through, a V.O. announces that “many diets require foods which are not delicious,” before introducing something that is quite tasty: cauliflower hash browns.
And then, it’s a cauliflower hash brown bonanza, with scene after scene of the veggie nuggets being enjoyed, sizzling on a pan and featured in food charts, as the announcer repeats the product name over…. and over… and over.
Finally, the V.O. proclaims,“The cauliflower hash brown diet: no weirder than other fad diets. But you get to eat cauliflower hash browns.”
The Strong Roots brand was founded in Ireland in 2015 by Samuel Dennigan, who now resides in the U.S. and has been expanding the company globally.
The company was previously behind another quirky marketing/product idea, a patch that users wear and scratch to get a whiff of bacon in order to help curb their meat cravings as they attempt to go vegan.