Sex sells. It’s an all-too-common advertising concept in today’s culture. If it can sell gym memberships and fitness programs, is it too far fetched to think that it could help sell whole grains?

The advertisements alluded to above fail to mention that abs aren’t made solely in the gym, but largely in the kitchen. What we really should be promoting is a healthy diet as the number one way to that “sexy body.”  Could something with a little sizzle be the way to reach an untapped consumer market for whole grains?

It’s possible. Later this spring, the Danes are unveiling a new campaign with a risqué twist. Their campaign theme is “Danskerne er ikke fulde nok  – af fuldkorn”, which means “the Danes are not drunk enough on whole grain”.  In Denmark, the term “fulde” can mean both full of something or drunk on something, which is a bold advertising move. At the same time, it’s bound to be a fun and flirty approach to a somewhat ordinary topic that has the potential to work in their favor.

The photo below (in which the caption translates to, “Our secret is whole grain — what’s yours?”) was circulated to Danish manufacturers by the Danish Whole Grain Partnership as a preview to their upcoming campaign to promote whole grains as fun, as something to make you beautiful and desirable, taking the focus off the health benefits and advocating a more outward approach.

Another recent example of risqué advertising in the whole grains world comes from Bimbo Bakeries USA. Their Breakthrough Integrated Marketing Campaign “Love, Your Bread”, for their new Healthfull Bread product line, plays off the idea that the whole grains you love will love you back. They’ve created a brand character who is cleverly featured in a “When Harry Met Sally” clip reference to really emphasize the goodness of whole grains. This is a big risk, but may be worthwhile if it catches the attention of a new audience of whole grain virgins.

 It is to be expected that not everyone will be responsive to the “sex sells” mentality in the food and nutrition world.  In a world where “bread bashing” and Paleo diets are rife, however, there are other creative ways to draw people back to viewing whole grain bread as positive and healthy. One of our favorites is from Abbott’s Village Bakery, promoting their free range bread. It’s a playful, whimsical take on a healthy product that certainly held my attention. The point of skillful advertising is for the product or service to be noticed, remembered, and sought after. I enjoyed Abbott’s quirky commercial so much, that I would surely purchase a loaf of their bread if the opportunity presented itself. A successful campaign if I’ve ever seen one.

Have you seen any unique advertisements promoting whole grains lately? We’d love to hear about them!

(Harley)