Bolthouse Farms released information about the industry’s first-ever marketing campaign for baby carrots. Apparently, they’re going to be dispensing baby carrots in “Doritos-like bags”, in school vending machines. The CEO of Bolthouse Farms, Jeff Dunn, says that it “takes a page out of the junk food playbook and applies it to baby carrots.”
According to a website created by the ad agency, Crispin Porter + Bogusky , on September 7, 2010, the WORLD’S FIRST EVER BABY CARROTS COMMERICAL will hit airwaves near you. They’re working to create a brand and the main slogan is going to be “Eat ‘Em Like Junk Food”.
The website (www.babycarrots.com) is interesting and very interactive. I spent some time checking it out and trying to figure out some information, such as: who is the target market? what media outlets are being used?
Not only can you actually print out a ‘bag’ to put on your own carrots, but you can use the social network, Twitter, to Tweet about it to your friends. You can follow them on Twitter at @babycarrots. You can download an application for your iPhone, “The World’s First Crunch-Powered Video Game.” And, COMING SOON, you can become a fan on Facebook. They’ll be rolling out their television ads this Fall. I didn’t see anything about print media, however I can imagine some sort of advertising in a magazine, a billboard or the like.
As far as the target market, just viewing the website, considering the media used and keeping in mind how they’ll be distributed I’m thinking they’re targeting towards children to teens and young adults.
I honestly think that it’s a great idea. Society, especially children and young adults, are so overexposed to junk food. I love snacking on baby carrots in the afternoon while I’m at work and if we can get anyone to choose a healthy snack over a salty snack, it is one tiny step for the health food industry.
My only question is: do they come with ranch to dip in?