Candice Kumai, a popular chef who focuses on health and clean eating, is partnering with Andy Boy for a series of pre-roll ads and videos on social media which promote the use of broccoli rabe to fuel workouts. A series of recipes and inspirational images are complementing the video ads featuring Ms. Kumai and broccoli rabe will also be shared on various branded and nonbranded social media pages. 

"Mobile video can benefit the Andy Boy Broccoli Rabe Campaign in a huge way since our target is the millennial audience, some of the biggest consumers of mobile content,? said Erin Lackey, creative director at Jugular, the agency behind the campaign. ?We created the video thinking mobile first. 

?A punchy opening alongside bold call outs that do not rely on a voiceover were calculated decisions intended to capture the viewer's attention, and keep it,? she said. ?In addition to the content, the modern tone that mobile video sets for the Andy Boy brand is critical. 

?It is not your grandma's broccoli rabe."

The vignette features Ms. Kumai completing various workouts cut together with footage of the variety of ways to eat broccoli rabe such as in a smooth or steamed. The clip features text interspersed throughout such as ?green means fierce,? ?green means antioxidants,? ?green means go? and ?broccoli rabe fuels chef Candice Kumai.?

The idea behind the campaign is to promote the vegetable as superfood for those who are highly active. A variety of recipes will be shared on social media platforms from Ms. Kumai but also other social influencers such as Half Baked Harvest, Cookie and Kate and My Name is Yeh on their respective pages. 

Andy Boy has also created a page dedicated to Ms. Kumai?s campaign featuring recipes from her as well as footage of the campaign and her appearance on the Wendy Williams Show, which cooking with the use of broccoli rabe. 

Mobile video viewing

?The campaign goal is to increase education and awareness of how delicious and nutritious broccoli rabe truly is for consumers,? said Claudia Pizarro-Villalobos, marketing and culinary manager at D'Arrigo Bros. Co., of CA. ?Our initiative is to underscore that Broccoli Rabe is such a versatile vegetable whose bold flavor can please palates around the world.  

?In addition, the health benefits are astounding, Broccoli Rabe is loaded with Vitamins A and C to improve skin and cellular health, Vitamin K to fight against bone loss, antioxidants to curb the aging process, lutein to promote eye health, anti-inflammatory nutrients to reduce heart disease and phyto-compounds that when consumed breakdown to become anti-cancer properties in the body,? she sad. ?Broccoli Rabe is a super green to fuel an active lifestyle for all walks of life.?