Bolthouse Farms is taking a lead position among a group of farmers who are going to take to the television airwaves to promote the purchase and consumption of baby carrots. They will mimic the techniques typically used to sell food of less nutritional quality.
Bolthouse plans to supplement the campaign with packaging, billboard, social media and vending machine elements.
The campaign will even have a free video game download available on iTunes – the game is called “Xtreme Xrunch Kart.”
The campaign will have a test roll out in Syracuse and Cincinnati and will move on to additional markets later in the year.
Agency CP+B is handling the campaign.
“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, CEO of Bolthouse Farms. “CP+B delivered the creative firepower to seize this opportunity and change the face of our industry in a contemporary, engaging and interactive way.”