Gardenburger Gets Corny (but With Charm)

Advertiser: Gardenburger

Agency: Hal Riney & Partners Heartland, Chicago

Challenge: Convince consumers that a burger made of rice, wheat, onions and mushrooms is as good as the real thing.

The Ad: In the animated spot, aspiring hula dancer Vern tries to impress Edna by inviting her to a luau. But when Edna arrives, she wants something “tasty and healthy” instead of the traditional roast pig. Vern saves the day by serving Gardenburgers, as Edna “squeals with delight.” Then he ruins his chances with Edna by doing the hula in a grass skirt. The ad ends with the slogan “Eating good just got great.”

Comment: Gardenburger used to pitch its meatless patties as a way to save the environment (along with cattle). But it had trouble getting consumers to listen. Armed with research showing that people would try a veggie burger that is healthful and tastes good, Gardenburger now pushes those buttons. The ads are charmingly corny, but changing eating habits is a tall order. $$