Humanaut | Terra Real Vegetable Chips

The Ask

Reposition TERRA chips from a stuffy, premium brand you’d only see at a dinner party to a hipper brand getting more delicious vegetables into more mouths.

The Result

A crazy delicious campaign that takes shots at ridiculous marketing gimmicks that brands use to make themselves relevant—when the real answer is just making an awesome, delicious product.

What We Did

Creative Strategy
Creative Development
Production
Post-Production
Design

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TERRA | Veggieman Won’t Make People Love Vegetables

Crazy Delicious Vegetables

So, how do you get people to love vegetables if marketing gimmicks don’t work? Well, first we had to show the world exactly how ineffective those gimmicks are. Cue the birth of Vegetable Man: a slightly horrifying, incredibly hilarious vegetable mascot reigning havoc on a mall in the hopes of turning innocent shoppers into vegetable lovers. Shocker: It didn’t work. Or how about a vegetable-themed TikTok dance? Yeah…maybe that’s not gonna work either. Well, it turns out that the answer to getting people into vegetables is actually pretty simple. All you need to do…is turn them into delicious TERRA chips.

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TERRA | Influencers Won’t Get People to Love Vegetables

Terra potato chips fly across the screen in front of a black background

A man covered in vegetables walks around the food court approaching a woman and child

A man covered in vegetables descends a mall escalator and reaches to touch the hands of the people going up the escalator

A woman holding a sweet potato close to the camera in front of a brick wall

a man and woman eat a bowl of terra chips in a kitchen as a phone records them on a tripod on the counter

A side angle of a knife cutting through a sweet potato

bag of terra chips floating in front of other airborne chips on a orange background with the words, "crazy delicious vegetables"

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