Chicory (Ελληνικά Χόρτα Ραδίκια) is considered a Greek delicacy of high nutritional value.
This provocative advertisement was created for Greek Market by SNBC eMarketing department in July 2020.
It has created a buzz in social media with thousands of comments.
It emphasises the health benefits of eating chicory (ελληνικά χόρτα ραδίκια) by utilising the phrase “Τρώτε υγιεινά για να μη δείτε τα ραδίκια ανάποδα” (meaning “eat healthily so you won’t see chicory upside down”)
The product is displayed upside down and the language used is informal and humorous with an element aggressive marketing where the concept of (lack of) death is implied.
Βλέπω τα ραδίκια ανάποδα
Literary meaning: To see chicory upside down
Translation in English: Pushing up daisies