Super C conducts Broccoli for Life contest
Quebec grocery store chain Super C recently conducted a contest promotion called “Broccoli for Life.” Developed by Cossette, the promotion invited consumers to enter a draw for a free head of broccoli each week for life. The intent was to promote the chain’s selection of fresh produce and seasonal products. The contest was conducted via social media. Media work was handled by Touché.
“Broccoli is the vegetable that pits parents and children against each other,” said Anne-Claude Chénier, vice-president of creative advertising at Cossette. “On one hand, it’s one of the vegetables kids hate the most. On the other, it’s revered by parents. It’s green and it’s nutritious. We all know that the mere sight of broccoli on a plate can lead to outbursts at the dinner table.”