Baby Carrots, Eat’Em Like Junk FoodOctober 23, 2011
By Kerry Camisa, International Speedway Corporation
In case you missed it, Bryan Reese, Chief Marketing and Innovation Officer for Bolthouse Farms, knocked it out of the park with his presentation of their recent campaign "Baby Carrots, Eat 'Em Like Junk Food".
Bolthouse Farms realized that they were no longer solely in the vegetable category, but more so competing with snack foods. The snack food category was churning results with clever, creative, humorous and risky campaigns and because of this, baby carrots were losing market share.
Bolthouse hired the media agency Crispin, Porter and Bogusky to lead the creative, media buying and placement of a fully integrated campaign including TV, out-of-home, in-store, digital and more in two test markets; Cincinnati and Syracuse. They even recreated the packaging to look more like chip bags vs. veggie bags.
The results were phenomenal with over 2M impressions and increased market share within the markets. The clever and integrated campaign gave new meaning to snacking and not to shabby for a bunch of farmers!
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