Baby Carrots

BABY CARROTS BLITZ JUNK FOOD DURING FOOTBALL PLAYOFFS

BAKERSFIELD, Calif. – January 10, 2011 – Competition is heating up on the gridiron, but the fiercest showdown is taking place in grocery stores across the country, as Baby Carrots continue their campaign against the multibillion-dollar junk food industry.

Bolthouse Farms, in conjunction with the growers alliance ‘A Bunch of Carrot Farmers,’ is moving into the next stage of its widely-acclaimed effort to reposition Baby Carrots as the ultimate junk food by employing and playfully mocking junk food’s marketing tactics. The latest phase of the Baby Carrots campaign capitalizes on the feeding frenzy that accompanies playoff football. A Bunch of Carrot Farmers will unveil new Baby Carrots football packaging and supporting contest dubbed “Carrot-o-vations.”

Borrowing from the over-the-top football playoff promotional tactics made famous by junk food brands, Carrot-o-vations is a fully-integrated marketing campaign that includes a website with a sweepstakes, consumer prizes, new product packaging and in-store collateral. Consumers are urged to log onto babycarrots.com to take part in Carrot-o-vations and enter a chance to win “awesomely useless—but collectors’ edition!—swag.” Free prizes include advanced Carrot Vision Goggles (orange night vision goggles), Double Neck Carrot Axe (double neck guitar with custom orange paint job), Carrot Hoopty Spinners (orange spinner rims) and Carrot Domes (beer and carrot carrying helmets).

As of mid January, consumers will find football-branded 28.8 oz bags of baby carrots in Wal-Mart, Meijer, HE Butt, Price Chopper and OK Grocery stores across the country.

“Snacking and football is a match made in junk food heaven,” said Jeff Dunn, CEO of Bolthouse Farms.

The “Eat ‘Em Like Junk Food” campaign was developed by renowned advertising agency CP+B on behalf of “A Bunch of Carrot Farmers” and its leader, Bolthouse Farms. The initial test effort kicked off last Sept. 2010 in Syracuse, New York and Cincinnati, Ohio, and since garnered results exceeding the growers’ expectations. The campaign featured playfully confrontational tactics that both emulated and mocked junk food advertising, and ran the gamut of new packaging and in-store initiatives, traditional TV and outdoor media, online and social media as well as school vending. Many campaign assets may be viewed at babycarrots.com