Bolthouse Farms' Food Porn Index Encourages You to Play with Your Grub

. . . Because Kale and Beets Deserve Social Love Too

Published On
Feb 21, 2014

Editor's Pick

Brussel sprouts and kale probably don't get as much as social media love as their less healthy counterparts like pizza and cupcakes, but Bolthouse Farms, with the help of creative shop Tiny Rebellion, is trying to change the balance of food lust on the web in favor of more wholesome grub with the Food Porn Index.

According to Tiny Rebellion Social Media Coordinator James Almazan, "At any given moment there are over six million mentions of bacon on Instagram. Six million! Compare that to mentions of healthier foods and the imbalance is depressingly dismal."

The site tracks the social media mentions of various foodstuffs -- whether they're healthy or not, and in adds a splash of fun to them all. For example, you can upload a photo of yourself to find your potato doppelganger, dive into a mesmerizing rainbow-sprinkled donut spiral, and hear ice cream and popsicles scream their brains out. It seems like the games associated with the junk food are a little more sinister --- for example, the Pizzabot shows you how downright disgusting you can get with toppings, while the Beet Box lets you make music with root vegetables -- but that's the point, right?


Feb 21, 2014
Brand :
Bolthouse Farms
Client :
Bolthouse Farms
Agency :
Tiny Rebellion
Executive Creative Director/Production :
Jennifer Parke
Creative Director :
Justin Smith
Concept Designer :
Braden Graeber
Art Director :
Alicia Benz
Producer :
Jill Epstein
Production Company :
Active Theory

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