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

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

The work comes from independent agency Party Land, which has a history of quirky campaigns with Liquid Death, Drizly and other brands.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in