The New York Times’ Michael Moss asked Victors & Spoils, a Boulder, Colo., creative advertising agency, to create a hypothetical campaign that would overhaul the image of broccoli in the U.S. Of course, the challenge presented the advertising firm — which has worked with the likes of Coca-Cola and General Mills — with several obstacles. First and foremost, agencies like Victors & Spoils don’t typically take on campaigns for fresh produce, nor are they asked to. If such healthy foods are seeking advertising, it usually comes in the form of a government-funded campaign to promote healthy lifestyles across the country, which hasn’t been wildly successful in the past. Simply put, healthy foods like broccoli struggle to compete with their high-sugar, high-fat, high-everything junk food rivals. As a result, campaigns promoting produce and other healthy foods have been reduced to highlighting their nutritional benefits, which — again — haven’t worked in the past. The Victors & Spoils team was quick to decide that wasn’t the best path for broccoli’s future.