Rebranding Baby Carrots As ‘Junk Food’

The billion dollar salty snack food industry has just got a worthy competitor in the form of the humble baby carrot. Nearly 50 baby carrot growers have initiated a new marketing campaign that aims to target the lunch boxes of school children across the US. The campaign has been created by Crispin Porter + Bogusky and may have baby carrots packaged in Doritos-like bags and sold out of vending machines in schools.

USA Today speculates on how the ad agency will market baby carrots:

Imagine baby carrots:

•Packaged in Doritos-like bags. Three different designs are planned.

•Sold out of cool school vending machines. Tests are underway in Cincinnati and Syracuse, N.Y.

•Sporting slogans like this on billboards and packs: “The original orange doodles.”

•Touting seasonal tie-ins. Coming this Halloween: scarrots.

•Offering a phone app powered by the sound of folks munching carrots in real time.

•Airing TV spots that tout baby carrots as extreme, futuristic and even, yes, sexy.

Crispin Porter + Bogusky

USA Today: “Baby carrots take on junk food with hip marketing campaign”