Baby carrots packaged as junk food for children
Farmers in the US have hit upon a cunning way of trying to encourage kids to eat more healthily… by packaging their produce them a junk food.
A current marketing campaign has seen baby carrots put in the sort of packets normally associated with bags of crisps and a funky website launched promoting them.
The 'Eat 'Em Like Junk Food' has been organised by a group of 50 farmers who say they hope to make people see their produce as a cool brand.
A carrot-based iPhone game has also been made along with TV adverts which overtly mimic junk food advertising tactics... unfortunately the product still tastes like carrots and not smokey bacon crisps.
"We feel that with the cultural climate around healthy snacking right now, there's a unique and timely opportunity to do the first ever consumer-based advertising for carrots," said Jeff Dunn of Bolthouse Farms.
"For baby carrots to join the conversation with other snacks, they need a bit of attitude," added advertising man Andrew Keller from Crispin Porter + Bogusky who worked on the campaign.
"Mocking modern snack marketing is a strategic way of creating that attitude."