Celery

Celery

Challenge
Celery enjoyed a moment of popularity as a juice, but it is still an afterthought as a vegetable. Celery needed to market itself, making it top of mind when people are buying produce. 
Solution
Make celery a stalker. This irreverent campaign personifies the vegetable as needy and wanting your attention when you pass by it.  
Mini-festo
Everybody loves a trend vegetable. But what about our first love? Celery’s in many of the things we make, but it’s never recognized. What if Celery grew bitter from all of this and vowed to make its name known again? It’s hiding in your soups. It’s peeking at you from the vegetable aisle. It’s trying to make you love it through the chicken salad at the company picnic. It’s stalking you because all it really wants is love and recognition. Give Celery a second chance. It’ll make things right.

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