A strawberry in therapy? A broccoli with an identity crisis? In the new campaign of the European project “A Healthier Europe”, developed by the Tactics Europe agency, fruit and vegetables lie on a therapist’s couch to face their traumas. Under the title “Plant Identity Crisis”, the campaign takes broccoli, artichoke and strawberry to a psychotherapy session in which they try to redefine their public image.
The artichoke deals with its reputation for being complicated and difficult to cook
The spots are based on the premise of treating nutritional stigmas as existential crises. Thus, broccoli expresses its tiredness of always being “the accompaniment”; The artichoke deals with its reputation for being complicated and difficult to cook; and the strawberry, confused and indignant, wonders why the world associates it exclusively with cream. Each one carries a stereotype, and the campaign uses them as a narrative lever to dismantle them with irony.
With an educational focus, the pieces seek to reposition the nutritional value of these fruits and vegetables, appealing to a young adult audience, especially the 25 to 44 year old segment. An audience that, according to the promoters of the initiative, needs to rediscover fruits and vegetables beyond traditional labels: current consumption in Europe is around 350 grams per person per day, far from the 400 recommended by the WHO.
The campaign, produced by Lee Films, is promoted by the associations +Brócoli, Alcachofa de España and Fraises de France, and has the support of the European Union.
“Plant Identity Crisis” is part of the “A Healthier Europe” project and will be deployed on social networks, movie theaters and digital platforms such as YouTube in Spain, France and Germany.
