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Broccoli: The Next Comeback

“Thus was born the fictitious Broccoli Commission of America, whose slogans include: “Broccoli: Now 43 Percent Less Pretentious Than Kale” and “What Came First, Kale or the Bandwagon?” and “Eat Fad Free: Broccoli v. Kale.” Picking on kale — rather than on, say, French fries — was especially brilliant because it mimicked the Great Soda War between Pepsi and Coca-Cola, an entirely bloodless battle that greatly enhanced the bottom lines of both companies. While consumers assumed Coke and Pepsi were in some sort of zero-sum game, the marketing reality was that the idea of a soda war, and the ads created to perpetuate it, brought many more consumers to both companies.”

– Michael Moss, The New York times, on Broccoli’s great new PR makeover.

Too great not to share.

http://www.nytimes.com/2013/11/03/magazine/broccolis-extreme-makeover.html?pagewanted=all&_r=0