{"id":4336,"date":"2023-01-11T09:58:31","date_gmt":"2023-01-11T14:58:31","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/01\/11\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\/"},"modified":"2023-01-11T09:58:31","modified_gmt":"2023-01-11T14:58:31","slug":"could-a-brand-mascot-persuade-you-to-eat-more-vegetables","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\/4336\/","title":{"rendered":"Could a Brand Mascot Persuade You To Eat More Vegetables?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Advertising Week<\/em><\/p>\n\n\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\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=\"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=\"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\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2023\/01\/TERRA_Chips.jpeg\" alt=\"\"\/><\/figure>\n\n<h3 class=\"wp-block-heading\"><strong>&ldquo;Veggieman Won&rsquo;t Make People Love Vegetables&rdquo;<\/strong><\/h3>\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\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\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\n\n<p><a href=\"\"><br \/>\n&lt;!&#8211; \/wp:shortcode &#8211;&gt;&lt;!&#8211; wp:embed {&quot;url&quot;:&quot;https:\/\/youtu.be\/vg5kpehjT54&quot;,&quot;type&quot;:&quot;video&quot;,&quot;providerNameSlug&quot;:&quot;youtube&quot;,&quot;responsive&quot;:true,&quot;className&quot;:&quot;wp-embed-aspect-16-9 wp-has-aspect-ratio&quot;} &#8211;&gt;<br \/>\n&lt;figure class=&quot;wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio&quot;&gt;&lt;div class=&quot;wp-block-embed__wrapper&quot;&gt;<br \/>\n<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><br \/>\n&lt;\/div&gt;&lt;\/figure&gt;<br \/>\n&lt;!&#8211; \/wp:embed &#8211;&gt;<\/p>\n<p>&lt;!&#8211; wp:paragraph &#8211;&gt;<br \/>\n&lt;p&gt;<\/a><\/p>\n\n\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\n\n\n\n<p class=\"wp-block-paragraph\">All these actions turn ordinary vegetables into crazy delicious ones.<\/p>\n\n\n\n\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\n\n\n\n<p class=\"wp-block-paragraph\">Gold star for trying, Veggieman.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Would you start to love vegetables if Veggieman asked you to?<\/p>\n","protected":false},"author":7,"featured_media":4337,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-4336","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 v28.0 (Yoast SEO v28.0) - 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\/4336\/\" \/>\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=\"Would you start to love vegetables if Veggieman asked you to?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\/4336\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-11T14:58:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/169terrachips.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\\\/4336\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\\\/4336\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Could a Brand Mascot Persuade You To Eat More Vegetables?\",\"datePublished\":\"2023-01-11T14:58:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\\\/4336\\\/\"},\"wordCount\":300,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\\\/4336\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/169terrachips.jpg\",\"keywords\":[\"PopIcon\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\\\/4336\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/could-a-brand-mascot-persuade-you-to-eat-more-vegetables\\\/4336\\\/\",\"name\":\"Could a Brand Mascot Persuade You To Eat More Vegetables? 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