Broccolini® is a pretty amazing vegetable. In fact, it was awarded “Category Changing Product of the Last 20 years” at the Woolworths Supplier of the Year Awards in 2021.
So we wanted to create a campaign that lived up to that reputation for disruption.
The multi-channel campaign is spearheaded by a new TV commercial featuring an “accidental chef” who demonstrates that Broccolini® is so simple it almost cooks itself. The humorous execution introduces a new positioning and tagline for the Perfection Fresh brand: The super simple superfood.