Opera isn’t known for its popularity among young people. But McCann Stockholm, working with the opera house in Stockholm, Folkoperan, came up with a novel way to work around that issue – by using broccoli! They decided to let the kids choose between opera and something they hated even more – broccoli. The team gave away hundreds of bunches of broccoli to parents all over Stockholm, documented an experiment with 30 kids, and used guerilla marketing on subways.
Thanks to kids’ dislike of broccoli, over a thousand children “chose” opera. Luckily, in the end, our first-time crowd was satisfied, and opera is starting to sprout among youngsters.