{"id":19355,"date":"2023-01-11T17:37:00","date_gmt":"2023-01-11T22:37:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19355"},"modified":"2026-09-09T17:39:02","modified_gmt":"2026-09-09T21:39:02","slug":"could-a-brand-mascot-persuade-you-to-eat-more-vegetables-2","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables-2\/19355\/","title":{"rendered":"Could a Brand Mascot Persuade You To Eat More Vegetables?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Would you start to love vegetables if Veggieman asked you to?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is the question on the mind of <a href=\"https:\/\/terrachips.eu\/\" target=\"_blank\" rel=\"noreferrer noopener\">TERRA Chips<\/a>. Their latest campaign \u201cCrazy Delicious Vegetables\u201d features the veggie chip company partnering with ad agency <a href=\"https:\/\/www.humanaut.is\/\" target=\"_blank\" rel=\"noreferrer noopener\">Humanaut<\/a>. Together, they\u2019re ready to find out if traditional advertising\u2019s mainstay, the brand mascot, will encourage you to eat more vegetables.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2023\/01\/TERRA_Chips.jpeg\" alt=\"\" class=\"wp-image-18685\"\/><\/figure>\n\n\n\n<h3 id=\"h-veggieman-won-t-make-people-love-vegetables\" class=\"wp-block-heading\"><strong>\u201cVeggieman Won\u2019t Make People Love Vegetables\u201d<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Enter Veggieman, a towering mascot adorned in a suit made up of all the vegetable ingredients in TERRA Chips like sweet potatoes, taro root, and parsnips.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike the Green Giant, who kept to himself in a rolling landscape known as the Valley, Veggieman is not subtle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This mascot will walk up to you in a mall and ask if you ate your vegetables today. He might even attempt to chase you across the food court saying, \u201cVegetables are your friends!\u201d<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Veggieman Won\u2019t Make People Love Vegetables | TERRA Chips\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/vg5kpehjT54?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the thing: TERRA Chips knows the traditional marketing of a brand mascot won\u2019t convince people to eat, and love, vegetables. What does the trick is taking vegetables and slicing them, seasoning them, and crisping them into delicious TERRA Chips.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All these actions turn ordinary vegetables into crazy delicious ones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe\u2019re so excited to remind people that TERRA Chips are a deliciously craveable snack made from vibrant and diverse vegetables!\u201d said Melinda Goldstein, chief marketing officer at The Hain Celestial Group. \u201cHumanaut has been a wonderful partner to help us find a meaningful brand insight, tap into modern culture, and refresh our brand presence. We can\u2019t wait to see the impact of this fresh creative on the TERRA Chips business.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gold star for trying, Veggieman.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Would you start to love vegetables if Veggieman asked you to? This is the question on the mind of TERRA Chips. Their latest campaign \u201cCrazy Delicious Vegetables\u201d [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19356,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Could a Brand Mascot Persuade You To Eat More Vegetables? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables-2\/19355\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Could a Brand Mascot Persuade You To Eat More Vegetables?\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Would you start to love vegetables if Veggieman asked you to? 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