Baby Carrots Case study EAT 'EM LIKE JUNK FOOD by Crispin Porter + Bogusky Miami

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EAT 'EM LIKE JUNK FOOD

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Industry Confectionery & snacks, Chips
Media Case study
Market United States
Agency Crispin Porter + Bogusky Miami
Creative Director Omid Farhang
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: BOLTHOUSE FARMS
Product/Service: BABY CARROTS
Agency: CRISPIN PORTER + BOGUSKY
Date of First Appearance: Sep 4 2010
Entry URL: http://www.babycarrots.com
Chief Creative Officers: Rob Reilly, Andrew Keller, Jeff Benjamin (CP+B)
Group Creative Director: Tiffany Rolfe (CP+B)
Creative Director: Omid Farhang (CP+B)
Associate Creative Directors: Tim Blount, Andy Pearson (CP+B)
Art Directors: Liz Levy, Meghan DeRoma, Bekah Sirrine, Todd Grinham (CP+B)
Copywriters: Marc D'Avignon, Andrew McMurchie, Katy Graham (CP+B)
Managing Director of Interactive: Winston Binch (CP+B)
Group Executive Producer: Paul Sutton (CP+B)
Integrated Producers: Kate Hildebrant, Jesse Jones (CP+B)
Outeractive Producer: Andrew Barnett (CP+B)
Junior Outeractive Producer: Daniel Coleman (CP+B)
Print Producer: Robert Hannau (CP+B)
Graphic Designers: Greta Ackerman, Aryanti Ingenillem (CP+B)
Executive Creative Technology Director: Scott Prindle (CP+B)
Associate Technical Director: Dan Fox (CP+B)
Executive Experience Director: Matt Walsh (CP+B)
Editors: Ross Daly, Seth Padgett, Steve Capstick (CP+B)
Programmers: Tom Pearson, Mark DeVries, Jason Schertz, Sam Brenner, Jimmy Pino, Camilo Silva, (CP+B)
Flash Designers: Laura Frastaci, John Gerweck (CP+B)
Interactive Design Director: Qian Qian (CP+B)
Media placement: Interactive - http://www.babycarrots.com - 1 September 2010
Media placement: Mobile Game - iPhone - 6 September 2010
Media placement: Web Films- 10 spots - http://www.babycarrots.com - 1 September 2010
Media placement: Ambient OOH-- Vending Machines - High Schools - 17 September 2010
Media placement: Traditional OOH - Billboards/Transit Shelters - 30 August 2010
Media placement: Packaging/Design - In-Store - 6 September 2010
Media placement: In-Store Signage - In-Store - 6 September 2010
Media placement: TV campaign- 3 spots - local tv - 6 September 2010

Describe the campaign/entry
Bolthouse Farms, a leading grower of carrots in the U.S., came to us in the hopes of increasing carrot consumption. Consumer sentiment was indifferent and generally bored with carrots. We needed to overcome carrots’ reputation as just another boring vegetable.
The product truth about carrots is that they are crunchy, neon-orange, addicting and fun to eat – qualities shared by many of our favorite junk foods. So we re-launched carrots as junk food to generate new appeal for an old veggie, and challenge the very notion of what it means to be junk food.

Describe how the campaign/entry was launched across each channel in the order of implementation
To become the ultimate junk food, carrots needed to look and act like junk food. So we re-launched carrots in junk food packaging, using three different style bags —‘extreme’, ‘chic’ and ‘futuristic’.
The new junk food packages were sold in the veggie section of grocery stores in two test markets – Syracuse and Cincinnati.
We also sold the packaging from customized junk food-style vending machines that were placed in local high schools, right alongside the usual vending machines stocked with chips and candy.
The three new packages each featured their own satirical junk food-style TV commercial.

Give some idea of how successful this campaign/entry was with both client and consumer
Despite running in only two small U.S. test markets, media outlets quickly caught wind of the campaign, sparking a wave of worldwide news coverage totaling 740 million media impressions to date, valued at $14 million. The campaign was featured in publications and programs including The New York Times, CNN, USA Today, Associated Press, Fox News, Huffington Post, and Saturday Night Live.
It was also championed by hundreds of nutrition blogs, disrupting the predictable cultural conversation around healthy eating. In the test markets, sales spiked up 12% in just under a month.