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Company Launches Ad Campaign Depicting Its Baby Carrots As “Junk Food”

December 12, 2010: 08:59 AM EST

Ad agency Crispin Porter + Bogusky, which has the Bolthouse Farms baby carrot account, is taking a page from the junk food marketing book. It has created a $25 million multimedia campaign, which is being tested in two cities in the U.S., that includes TV spots, billboards, packaging, school vending machines and an iPhone game. The concept behind the campaign is to transform baby carrots from a vegetable to a brand without emphasizing the “boring” fact that carrots are healthy. How? The ad agency decided to skip the rational approach and target the emotions by humorously positioning carrots as everyday junk food. According to a Bolthouse executive, “Kids get it instantly – they get how silly it is, and they like it.”

Carlotta Mast, "How do you convince people to choose carrots over Cheetos?", NewHope360, December 12, 2010, © Penton Media Inc
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