The Cauliflower Hash Brown Diet

https://hashbrowndiet.com
Just as those New Year’s resolutions are wearing off, advertising/marketing agency DCX has devised a cheeky diet-based digital campaign for Strong Roots, a company that markets plant-based frozen food including Cauliflower Hash Browns in Ireland, the UK, and now the U.S.
The Cauliflower Hash Brown Diet (CHBD) is a marketing hook designed to poke fun at fad diets and the performance marketing tactics they often use. The concept hinges on an actual 21-day meal plan built around the core product that was developed by a registered dietician. Built on the premise that “The best diet is high in what you love,” the Cauliflower Hash Brown Diet starts with a two-day all hash brown cleanse, then reintroduces other recipes in diet-approved meals that incorporate the product.
The full funnel campaign takes a humorous approach to performance marketing by utilizing hundreds of typical performance marketing assets including inspirational video clips, scientific charts, and exercise tutorials. These assets direct American viewers to HashBrownDiet.com, where they can submit an email address to access a free 60-page CHBD book containing the diet plan and 30 pages of recipes, as well as product coupons.