Plant-Based Products

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

Two children at a kitchen table screaming in horror — The goal was to grab attention in a crowded plant-based food space, while aiming to put Wholly Veggie in league with powerhouse competitors like Totino’s, TGIF and other staples in the frozen aisle of the grocery store.Wholly Veggie, Party Land

By T.L. Stanley

November 14, 2022

Convergent TV Summit returns March 21-22. Hear timely insights from TV industry experts virtually or in person in NYC. Register now to secure your early bird pass.

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.

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

Recommended articles