Sunday, 7 November 2010

Baby Carrots - New Junk Food

Would it be possible to sell  baby carrots as a fun, extreme and even sexy snack? - Definitely. „Bunch of Carrot Farmers” - group of almost 50 American carrot producers - adopted advertising techniques usually used by junk food brands to encourage people to eat more carrots. The campaign entitled “Eat ‘Em Like Junk Food”  was created by Crispin Porter + Bogusky . The tactic was based on  belief that ”instead of scrapping fast food ads, health food companies should attempt to play them at their own game, creating exciting, humorous brands with strong youth appeal”. The carrots packed in bright chip-sized bags are sold in school vending machines. Slogans, such as "The original orange doodles" and "Crunchier than chips, orange-ier than cheese puffs" has been incorporated. Advertising includes vibrant billboards and flashy TV spots. The campaign even featured a carrot-crunch-powered iPhone and iPod Touch game, “Xtreme Xrunch Kart,” available as a free download at the iTunes store.

So far, the campaign has been extremely successful.  For Halloween, carrot producers lounched “Scarrots” - single-serve bags of baby carrots, offered in a master bag containing 25 servings in 3 unique designs and 25 temporary glow-in-the-dark tattoos!

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