Swedish opera house Folkoperan was keen on showing the joys of opera to a new generation of fans and enlisted creative agency McCann Stockholm to help.

The agency enlisted 30 kids to choose between two things that kids typically hate – opera and that nasty green enemy of all kids, broccoli.

And, as you’ll see from the promo video below, it was a resounding win for the warblers. Although it probably says less about the popularity of opera and more about the universal hatred of the leafy green. Check out the video below:

Commenting on the campaign, Folkoperan’s head of comms, Susanne Reuzsner, said: “Kids are not stupid. Giving out candy or making funny commercials wouldn’t get us anywhere. So instead we gave them an offer they surely would refuse.

“This time, we managed to get a lot of children to self-willingly choose us. Fortunately, in the end, we now see that opera actually is starting to sprout among youngsters,” she said.