We couldn't just tell the industry about TV's power, we needed to prove it. So we launched what appeared to be a real, television-only campaign for a product that was already a tough sell to begin with: broccoli. After all, if TV could sell broccoli, then TV could sell anything.

After just four weeks on air, broccoli went from unranked to #2 in top-of-mind awareness among grocery shoppers, with an 8% increase in same store sales year-over-year. The TVB's involvement and full case results were revealed at their annual gala to an unsuspecting crowd of the industry's biggest media buyers. Additional results included 65% unaided awareness of the campaign while aided awareness reached 90%. User-generated Facebook pages also attracted over 30,000 people in the campaign's first week on air.