How do you sell a groovy new kitchen gadget to Mum, who desperately wants one for herself, but finds it hard to justify out of the family budget? You position it as the fastest, most fun-filled way to get her family healthier for summer.
Enter the veggie dodgers, a bunch of grimacing, groaning, generally horrified kids who run for the hills when presented with anything green. We used these carrot cringers with beetroot baggage in disruptive through-the-line creative, showing Mum how she could turn her veggie dodgers into super juicers.
Phobias were squashed, appetites were stirred, campaign targets were beaten.
Let us take you through it in more detail.