Wholly Veggie pranks picky eaters in funny ads set to heavy metal

Campaign by Party Land promotes the plant-based frozen food in an unexpected way

Published On
Nov 17, 2022

Editor's Pick

A new campaign by plant-based frozen food brand Wholly Veggie takes a well-worn idea (people tricked into eating vegetables) and gives it an unexpected spin: heavy metal.

Three new spots created by Party Land depict families tricking the picky eaters in their life into eating the plant-based snacks. None the wiser, the veggie haters enjoy them until the truth is revealed with the tagline "haha, you just ate vegetables."

But rather than set this to dialogue, the ads tell the story in heavy metal anthem songs. Not only were these composed for the campaign by Party Land creatives Matt Heath and Matt Rogers, they also performed them too, both including vocals and instrumental. (The songs are also available on Spotify,  Instagram and TikTok libraries.)


​​“The Wholly Veggie brand has always been a bit subversive, and we wanted our advertising to be, too. The team at Party Land understood that and brought us an idea that takes an old food advertising trope – attempting to get your family to eat healthy – and turns it into something completely unexpected and incredibly memorable,” said John Bonnell, co-founder, Wholly Veggie, in a statement. “Much like Wholly Veggie is reinventing the frozen food space, this campaign breaks the mold of what traditional healthy food advertising looks like. Our goal is to stand out in a sea-of-sameness frozen food category and let people know what our brand is all about, and we believe this campaign really delivers on that.”

The campaign is airing on connected TV, social, and digital across major markets in the U.S. and Canada. It will continue to roll-out into 2023.



Nov 17, 2022
Client :
Wholly Veggie
Agency :
Party Land
Founder & Chief Creative Officer :
Matt Heath
Creative Director :
Natalia Fredericks
Creative Director :
Matt Rogers
Writer :
Tyler Archibald
Managing Producer :
Andy Silva
Account Supervisor :
Taylor Toomey
Executive Producer :
Kristin Childers
Production Company :
The Goondocks
Director :
Cody Osborne
Executive Producer & Owner :
Cody Osborne
Editor :
Pratik Panda
Executive Producer & Owner :
Pratik Panda
Executive Producer & Owner :
Nick E. Finn
Line Producer :
Dominic Galeano
Producer :
Morgan Young
Director of Photography :
Jeff Holman
Art :
Veronica Xiana
Art :
Alex Delgado
Casting :
Wulf Casting
Hair & Make Up :
Amanda Markoya
Wardrobe :
Scott Shapiro
Editor :
Brendan Hogan
Editor :
Jonathan Baum
Color :
Elias Nousiopoulos
Sound Company :
Barking Owl
Creative Director and Co-Founder :
Kelly Bayett
Executive Producer :
Ashley Benton
Senior Sound Designer :
Stu Welch

Need a credit fix? Contact the Creativity Editors