Name a snack food that’s neon orange and makes a loud crunch. If you picked Cheetos, the USA’s biggest producer of baby carrots wants you to think again. Bolthouse Farms and 50 other carrot growers have unveiled plans for the industry’s first-ever marketing campaign. The $25 million effort sets its sights on a giant, big-spending rival: junk food. (tx to Em and Sarah)
Imagine carrots packaged like Doritos; sporting slogans like “The original orange doodles”; and touting seasonal tie-ins, like “Scarrots” for Halloween.
“It’s not an anti-junk-food campaign,” says Jeff Dunn, Bolthouse Farms CEO and a former North America president at Coca-Cola. “It takes a page out of junk food’s playbook and applies it to baby carrots.”