We rarely think of a vegetable as a standalone superstar, but kale, the once lowly vegetable reserved for plate and salad bar garnishes has taken on a life of its own as it has grown in vegetable celebrity status thanks to the grassroots movement known as National Kale Day. In 2013, Dr. Drew Ramsey and Chef Jennifer Iserloh of the Skinny Chef published their book 50 Shades of Kale and followed up with the first National Kale Day. And with both came a grassroots army of passionate kale fans.
By 2015 National Kale Day entered year three and FullTilt helped secure national sponsors that included the likes of EVEN Hotels, fujiKale, The American Macular Degeneration Foundation, San Miguel Produce & Cut-n-Clean Greens, Cal-Organic Farms, True Juice and Simply 7 Snacks, these sponsors have proven that they are committed not just to kale, but spreading the word about healthy eating as a means to healthy living.
With the help of FullTilt, the kale army and sponsors engaged media and fans both online and offline at parties and events around the country. And what’s even more exciting is that more than 2500 schools around the country celebrated National Kale Day by putting kale on the menu. Kale was a conduit to education, excitement and the trial of a healthy new food. Over 600,000 students were impacted and that is a powerful number and provides a great outlook for future consumption.
THE RESULT: During the course of just one week, National Kale Day had high degrees of online engagement as consumers logged on to be part of a community, learn easy ways to enjoy kale and share their general love of the trending vegetable.
Number of overall Web visitors: 13,149
10,947 new visitors to the site
An online quiz taken nearly 3000 times
Facebook, Twitter and Instagram
Approximately 5000+ posts
Reach of 20+ million
National brand shout-outs and spoofs by The Food Network & KFC
Including one of the daily features on SnapChat