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Bolthouse Farms

People love junk food. So we gave carrots an extreme makeover and got America to Eat ‘Em Like Junk Food.’

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Issue:
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.

Tension:
When we want a snack or treat we think junk not carrots

Question:
How do we make a healthy snack as appealing and exciting as junk food?

Solution:
“Eat Em like Junk food” Changing the packaging, the product was moved to the junk food aisle of supermarkets and took over multiple vending machine sites – traditionally junk food territory.

The effect:
Launching in just 2 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.