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Giant Brand Mascot Terrorizes Mall to Make a Point About Marketing Tropes

Humanaut, in its first work for Terra Chips, unleashes a veggie monster

A mascot adorned in vegetables and greenery rides an escalator in a mall — “Crazy Delicious Vegetables” comes from Tennessee-based Humanaut.Humanaut, Terra Chips

By T.L. Stanley

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There’s a ginormous creature, covered head-to-toe in produce and foliage, lumbering around the neighborhood mall accosting random shoppers with questions about their eating habits.

Does this oversized, faceless Veggieman get his sought-after insight into consumers’ diets? Of course not. Adults avoid him like, well, broccoli, and children run screaming.

So maybe birthing a larger-than-life mascot—in this case, a nightmarish one—isn’t the best way to sell Terra Chips, according to the brand in a new campaign aimed at poking holes in conventional marketing tactics.

The goal was to grab attention in a crowded plant-based food space, while aiming to put Wholly Veggie in league with powerhouse competitors like Totino’s, TGIF and other staples in the frozen aisle of the grocery store.

Plant-Based Brand Wholly Veggie Drops a Heavy Metal Anthem for Healthy Eating

“Crazy Delicious Vegetables” comes from Tennessee-based Humanaut in its first work for the salty snacks since winning the account in December 2021.

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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