HealthyOptions:

The Independent Health Foundation’s Healthy Options initiative, focused on encouraging healthy eating, sponsored a regional food festival known for indulgent foods. They then asked Gelia to somehow get event attendees to look beyond the chicken wings and pizza vendors to consider healthier food choices. Thus, "Kale YEAH!: The World’s Healthiest Eating Championship" was born. The event featured top professional eaters in a kale-eating contest, generating unprecedented buzz about kale. Social media activity before and after the event promoted the contest and kale, showcasing recipes, the coveted kale-eating trophy, and videos of the contest. The initiative achieved 1 billion impressions, 250,000 video views, 800+ media mentions (including Good Morning America), and over 2,000 engagement events.