When Wholly Veggie tapped Party Land to help launch their brand in the U.S., we knew one thing for sure — veggies have a branding problem. People tolerate them, avoid them, or drown them in ranch. But love them? Not exactly. So instead of fighting that reality, we embraced it.

We built the platform "Ha ha, you just ate vegetables", flipping the narrative on its head. Instead of pretending veggies are "fun and cool," we owned the truth: veggies are kinda gross. But Wholly Veggie transforms them into something you actually want to eat. Our campaign unapologetically leaned into the idea that it’s okay to trick people (or yourself) into eating vegetables, because at the end of the day, they’re good for you — and thanks to Wholly Veggie, they’re actually delicious.

Through a playful, offbeat tone and wild creative, we turned Wholly Veggie into a mischievous accomplice. Our bold messaging challenged the clichés of health food marketing, and with sharp, irreverent humor, we earned a rightful spot in a crowded freezer aisle. The launch caught fire, and suddenly, people were excited to be "tricked" into eating vegetables.

The result? A wildly memorable campaign, a disruptive entrance into the U.S. market, and a new brand voice for Wholly Veggie that’s as bold as its flavor.