Baby Carrots Promo, Case study VENDING MACHINE by Crispin Porter + Bogusky Boulder

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

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Product/Service: BABY CARROTS
Date of First Appearance: Sep 1 2010
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Chief Creative Officers: Rob Reilly/Andrew Keller (CP+B)
Group Creative Director: Tiffany Rolfe (CP+B)
Creative Director: Omid Farhang (CP+B)
Art Directors: Liz Levy/Meghan DeRoma (CP+B)
Copywriters: Marc D'Avignon/Katy Graham (CP+B)
Print Producer: Robert Hannau (CP+B)
Outeractive Producer: Andrew Barnett (CP+B)
Junior Outeractive Producer: Daniel Coleman (CP+B)
Director of Message Planning & Analytics: Bryant King (CP+B)
Group Media Directors: Todd Alchin/Lauren Barger (CP+B)
Media Supervisor: Becky Pangman (CP+B)
Media placement: OOH/Ambient Media - High Schools - 17 September 2010

Insights, Strategy & the Idea
If you’re going to take on junk food, you have to be willing to fight on their turf. So what better place to challenge snacking behaviour than at vending machines?

Creative Execution
“Eat ‘em like junk food” branded baby carrot vending machines were installed in two high schools, alongside the usual old vending machines that spit out chips and candy. Our refrigerated machines featured all three junk-food-style packages — extreme, chic and futuristic. At 50 cents per bag, baby carrots provided stiff competition to their neon orange, junk- food counterparts in the adjacent machines. The only problem was keeping them stocked — students sold out every baby carrot vending machine on the first day.

Results and Effectiveness
Baby carrot vending machines generated nearly 63 million media impressions, including local and national news outlets, NPR, New York Times and Fox News. The machines also became the subject of segments on several comedy shows such as Saturday Night Live.

The tremendous response to the vending machines prompted Bolthouse Farms to devote a team to the production, placement, and facilitation of an entire fleet of baby carrot vending machines across the country.