Cauliflower hash browns are the key to this fad diet to end all fad diets
Humorous campaign for Strong Roots from DCX Growth Accelerator pokes fun at trendy eating habits
Editor's Pick
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.
Credits
- Date
- Feb 18, 2021
- Client :
- Strong Roots
- Agency :
- DCX Growth Accelerator
- Group CEO :
- Sam Dennigan
- GM/Head of the US :
- Craig Bowlin
- Creative Lead :
- Alex Calder
- Head of Digital Performance :
- Brian Collins
- Sales and Marketing Associate :
- Nicole Andriuolo
- President :
- Tom Sewell
- CCO :
- Doug Cameron
- Executive Creative Director :
- Tommy Noonan
- Creative Director :
- Al Kelley
- Art Director / Designer :
- Alistair Chew
- Account Director :
- Ashley Bouldin
- Account Executive :
- Krysten Krulik
- Account Director :
- Sarah Donze
- Media Buyer :
- Aliani Paciulli
- Producer :
- Katie Nickles
- Editor :
- John Maloney
- Production Company :
- Quickframe
- Producer :
- Joycie Bernstein
- Editor :
- John MacDonald
- Post House :
- Chimney
- Colorist :
- Lez Rudge
- Conform :
- Kody Wescott
- Casting Director :
- Amy Lowles
- Social Video Animation :
- Benny Martin
- Landing Page Maintenance :
- We are Volume
- Developer :
- Benny Martin
- Developer :
- Frank Cannata
- Landing Page Developer :
- DIFF
- Client Success :
- Joe Boloten
- Performance Agency :
- Tinuiti
- Director Client Strategy :
- Megan Hawkins
- Media Agency :
- Centro
- Senior Digital Media Specialist :
- Brianna Zalackas
- Influencer Agency :
- Mona Creative
- Influencer Agency :
- Lindsay Shedlin
- Influencer Agency :
- Cassandra Chamoun
- Influencer Agency :
- Eva Karagiorgas
- Influencer Agency :
- Vanessa Santos
- Registered Dietitian :
- Rebecca Norren
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