Plant-Based Brand Wholly Veggie Drops a Heavy Metal Anthem for Healthy Eating

The campaign from agency Party Land is the biggest marketing effort to date for the growing startup

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It can be considered a victory as a home cook or caregiver to surreptitiously stuff zucchini into muffins or carrots into mac and cheese, serving those dishes to people who routinely shun vegetables. Mmmm, covert cuisine.

But is it more satisfying to wait until the “victims” finish the meal, then tell them all the ingredients?

A new campaign for Wholly Veggie with the saucy tagline, “Haha you just ate vegetables,” goes one step further. It adds a hard-driving heavy metal soundtrack that says to its unsuspecting snackers: you just got punked, and your tormenters are really enjoying the moment.

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