New baby carrot campaign mimics junk food, pitches the veggies as naughty and extreme
By APThursday, September 2, 2010
Summary Box: Baby carrot campaign mimics junk food
THE CAMPAIGN: A new marketing effort by baby carrot farmers pitches the orange, crunchy snacks as daring, fun and naughty — just like junk food. It starts next week in Cincinnati and Syracuse, N.Y.
THE STAKES: A group of 50 producers hopes the ‘Eat ‘Em Like Junk Food’ week will double the $1 billion market in two or three years.
THE DETAILS: The effort will roll out over at least a year and include new packaging in crinkly, festive packages reminiscent of chip bags. Next month, though, the Halloween version of baby carrots — Scarrots — will go national.
YOUR VIEW POINT
