The Inkwell

When most people think of vegetables, it’s dressing – and not undressing – that comes to mind. But holy hearts of palm, the British-based Vegetarian Society takes the opposite approach to building their brand…

The latest marketing minds to earn the smart thINKing seal of approval, the Vegetarian Society offers a solid example of how to marry the expected with the unexpected to create market share. Sure, their tactics push the envelope. But honestly, how exciting can things get for a group of vegetarians? Basically, they’ve got two choices: serve the expected and dish up nutritional facts (Boring, with a capital B), or get a little fresh and pour some smart thINKing on your brand.

If you browse the Society’s website, it’s archived with clever innuendo (and even some ripe “out-uendo“) on spicing up your life by going vegetarian. There are tag lines like “Are you Ready to Go All the Way”, and press releases in their press room that feature seasonally relevant tips on how to steam things up.

But perhaps the best example of the unexpected is their TV campaign “Become a Real Food Lover”. When it aired, the spot earned an instant bunch of buzz. It penetrated YouTube, spawned its own URL – www.rudefood.org, and was banned from certain markets. After all, who thinks of vegetables like this?

Clever, creative types – that’s who!

While tapping consumer libido is hardly new in advertising, the masterminds at the Vegetarian Society have never apologized or stopped trying to serve up the unexpected when it comes to earning market share. It’s expected that businesses today should offer value and customer service. But it’s the unexpected – and that sweet spot where it meets what customers expect – that really gets a brand noticed. And in the case of the Vegetarian Society, talk about the unexpected.

Now go. Eat your veggies!