Asparagus launches its own election campaign

NZ Vegetable Council and The Media Lab have launched a new seasonal campaign, ‘Two ticks for asparagus’.

As New Zealand gears up for the general election this November, a new candidate is stepping into the spotlight with a platform promising less spin and more spears.

The campaign introduces Hugh Greenspear, a homegrown candidate with one clear objective: encouraging more Kiwis to give asparagus a go this spring.

“While the country debates the big issues this election, we thought Kiwis deserved a candidate they could actually get behind,” says Maya Le Bozec McKendry, planning director at The Media Lab.

NZ Vegetable Council communnications manager Andrew Bristol says: “Our brief to The Media Lab was inject some interest into Asparagus, which like most vegetables, Kiwis do not eat enough of. Our budget wasn’t a lot, so they leaned heavily on unpaid media which was refreshing for a media agency. They came to us with a tongue-in-cheek campaign idea designed to get shoppers to vote asparagus at their next supermarket visit.”

Give it two ticks

Running on the election promise ‘No spin, just spears’, Greenspear has released a series of reels featuring campaign stops at the Beehive, answering questions from the public and making the case for asparagus.”Under MMP, every spear counts,” says Greenspear.

The campaign takes inspiration from the familiar sights and sounds of election season, with billboards, letterbox flyers and social media content designed to give asparagus its own moment in the spotlight.

“Our goal is to get more Kiwis backing homegrown New Zealand asparagus this year,” says Le Bozec McKendry. “It’s a seasonal candidate, it’s versatile and it works with just about any coalition on the plate. We’re having a bit of election-season fun to get people to pick a bunch, put a tick where their fork is, and enjoy the season while it’s still standing.”

With asparagus season peaking in October, the NZ Vegetable Council is encouraging Kiwis to get out and vote early and give asparagus two ticks at this week’s shop.

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