Oh snap! Baby carrot campaign mimics junk food, pitches the veggies as naughty and extreme
By Emily Fredrix, APThursday, September 2, 2010
Oh snap! Baby carrot campaign mimics junk food
NEW YORK — Baby carrot farmers are launching a campaign that pits the little, orange, crunchy snacks as daring, fun and naughty — just like junk food.
A group of 50 producers hopes the ‘Eat ‘Em Like Junk Food’ effort starting next week will double the $1 billion market in two or three years.
The plan begins in Cincinnati and Syracuse, N.Y., and will take at least a year to go national.
Television ads depict futuristic scientists studying crunch, a woman lusting after carrots and carrot sports featuring a trip over a mountain in a grocery cart. There are also billboards and carrot vending machines. Baby carrots will be packaged in crinkly, festive bags reminscent of chip bags.
The campaign by Crispin Porter + Bogusky will cost about $25 million.
