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Carrots are seen as health food. Bolthouse Farms wanted to take share from the snack food category and grow sales of their healthy snack - baby carrots. Because people love junk food we gave carrots an extreme makeover and got the USA to Eat ‘Em Like Junk Food.’ We changed the packaging; the product was moved to the junk food aisle of supermarkets and took over multiple vending machine sites - traditionally junk food territory. We launched in just two test markets, the campaign drove $14m worth of media coverage. Like-for-like sales increased 12% vs the control markets and ultimately Bolthouse Farms value was boosted allowing them to sell to Campbells for $1.55Bn.