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Carrot Producers Don A New Image: Snack Food Companies

October 27, 2010: 11:19 AM EST

With carrot sales flat in recent years, 25 carrot farmers have banded together to launch an ad campaign designed to reposition the vegetable as a snack food. Led by Bolthouse Farms, the group will spend $25 million on the campaign, which hopes to do more than just make a dent in the junk food market. The new tack was developed when producers realized that emphasizing the health benefits of carrots wasn’t boosting sales. According to Bryan Reese of Bolthouse, the former marketing pitch was “missing an emotional connection.” Borrowing a page from the junk food marketing textbook, the new campaign will adopt technical tactics like “bright packaging and exciting promotions and interesting ways to deliver” carrots to consumers.

E.J. Schultz, "Bolthouse Farms CMO Takes Page From Snack-Food Giants", AdAge.com, October 27, 2010, © Crain Communications
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