Baby Carrots Like You've Never Had Before
Though they're healthy and (most of the time) tasty, not everyone loves vegetables. Much to the dismay of Bugs Bunny, baby carrots especially have been put on the back burner. But an innovative and unique advertising campaign by the agency Crispin Porter + Bogusky is transforming the way people view baby carrots, and maybe even vegetables as a whole.
Instead of publicizing their health benefits, the new campaign positions baby carrots as junk foods. By placing them in fun and colorful "junk food-esque" packaging and making them available in vending machines, the campaign aims to persuade people to choose carrots over junk food by causing many of us to question what is is we really crave: the attractive bag or the food inside of it? There's just something about reaching for a clear Ziplock baggie of carrots that doesn't give the same satisfaction of reaching for a decorative bag of chips. Now instead of feeling guilty, you have the option to grab a bag of baby carrots instead.
The Baby Carrots campaign features a website, a free iPhone application, TV commercials, short videos, new carrot packaging and even a catchy song (so make sure you turn up those speakers). A mix between humor, sarcasm and a lot of orange, the campaign positions baby carrots as extreme, sexy and exceptionally fun. Baby carrots are "crunchier than chips" and "orange-ier than cheese puffs," and they're actually good for you!
So next time you have the munchies and grab for that bag of chips or cookies, think instead of how extreme and hip vegetables can be. Baby carrots are just so good you could "Eat 'Em Like Junk Food."
— Written by Jennifer Alberts
Photo credit: babycarrots.com
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