Kale Yeah! – The first healthy competitive eating contest

For the Independent Health Foundation, we created the first ever kale-eating competition to focus on healthier eating and encourage better decision-making whenever possible. Strategically held one week after the popular Nathan’s Hot Dog eating contest – Kale Yeah! was the perfect mix of irony and shock value to spur healthier eating discussions. The Major League Eating organization made it an official event. Over 800 articles were generated, with a combined reach of nearly one billion people. Plus thousands witnessed the spectacle in person. The winner polished off 25 bowls of kale in less than eight minutes and now holds the world’s healthiest eater title.

To promote year two of the competition, we had people try kale in various forms and recorded their reactions. Yum.

We also capitalized on the huge audience at the food festival and did some fun crowd interaction videos.